Innovation and technology are increasingly correlated. A growing trend in the entertainment industry, virtual reality (VR) is also a major disruptive strand in the business world, according to a Forbes research.
This technology allows the user to have a multisensory immersion experience in a 3D environment. With the advancement of VR devices, it is easier to disconnect from external interference and enter a completely virtual universe. While its use is famous in games and other forms of entertainment, it can also be used to boost business innovation.
Through virtual reality tools, a company can insert its user into a digital space that shows the complexity of the product or service offered, as well as the different steps of production, among other solutions.
Virtual reality, and other immersive aspects, are part of the strategy
It is important not to get the concepts of augmented reality and mixed reality with virtual reality confused. Augmented reality, which is also used in business innovation strategies, inserts virtual objects into the real world by placing markings in certain environments without involving immersion.
Virtual reality, on the other hand, involves re-creating the sensation of reality for an individual. With the use of VR equipment, a person is able to be part of a three-dimensional, computer-generated environment, manipulate objects and even perform several actions while immersed.
As for the mixed reality, it is the combination of the other two aspects. That is, the user, besides being immersed in a new environment through vision, he can also use touch to interact with virtual reality. When trying to touch an object presented through a special pair of glasses, the user interferes with the content, which makes the experience even more interactive.
Virtual Reality to engage the user
Engagement is a key element in building business success, and through new mechanisms of digital intelligence, it is possible to enhance the relationship with the user, transforming it into a customer of the brand.
Below, we have three factors that contribute to this type of strategy, providing immersion in virtual environments:
Allows customers to learn and use the product or service offered in an interactive way, inserting them in the action taking place in the virtual scenario. Stimulation of senses like touch, sight, hearing and even smell are important when you want to engage clients in the experience.
In order to make the experience complete, you need to go beyond well-constructed graphics. Sharing relevant and useful information with customers is necessary so that the use of VR is meaningful when, for example, they learn to use the company’s products and solutions.
However, in order for the company to obtain positive results with the action, it is necessary to develop it with a focus on empathy. According to research by Harvard Business Review, building an emotional connection with your customer is as important as creating logical actions that get him straight to the purchase. By doing this, the chances of making the user loyal and engaged with your business can only increase.
If you want to see some MJV cases in which digital intelligence was used, be sure to check this post.