Seventy to eighty percent of early tech adopters are interested in using virtual reality (VR) to enhance their shopping experience, according to a survey by global management firm L.E.K. Consulting. “V-commerce” — which L.E.K. described as a VR-enhanced blend of e-commerce and brick-and-mortar shopping — is the new trend for these consumers. They want to get the best of technology to fit their individual preferences and enhance their retail experience.”V-commerce brings the potential for entirely new shopping experiences and new kinds of added value,” says Dan McKone, Managing Director at L.E.K. He also says that VR

IKEA Virtual Reality Showroom from Demodern on Vimeo.

“can create new, special experiences that would otherwise not be possible, and that leads to greater consumer engagement. It enables retailers to unify physical and digital channels — brick-and-mortar retailers can bring digital capabilities into the store experience, and online-only retailers can create virtual ‘stores.’ And the rich experience can generate more sales — a customer can ‘see’ a sofa in his or her own living room, and then be shown the cushions, lamps and side tables that go with it”. Some brands are already using it. One of the most prominent cases is IKEA’s take on how virtual reality should interact with its customers. Ikea is into VR shopping experiences for more than 4 years, which reflects their confidence on it.The technology exists, but unfortunately the initial investment is not small. So, setting up clear goals for the initiative is important. Only invest in VR if you see a viable use case for your company that is affordable and match with your consumer.