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A report by the consultancy Capgemini argues that a new era is emerging where retail sales will become increasingly immersive, expanding the boundaries of the traditional in-store experience. This transformation will not be at odds with the rise of online shopping, which, according to the statistics portal Statista, is expected to account for 25% of total purchases by 2027 — an 11% increase from 2019.
By “immersive”, experts are referring to an experience that combines various sales modalities, whether through interfaces, extended reality or the metaverse. The ultimate goal of using these technologies together is to make users feel as if they have entered a different dimension and to build stronger relationships between customers and brands.
Augmented reality, 3D visualisation, the metaverse and NFTs are transforming sales into immersive experiences. These advancements are particularly evident in the luxury sector, where cutting-edge technology is being applied in various ways:
A report by the consulting firm Capgemini argues that a new era is emerging where retail sales will become increasingly immersive, expanding the boundaries of the traditional in-store experience. This transformation will not be at odds with the rise of online shopping, which, according to the statistics portal Statista, is expected to account for 25% of total purchases by 2027 — an 11% increase from 2019.
- Augmented reality. Chanel customers can try on makeup from the comfort of their homes. The company’s Lipscanner app can scan any colour and match it to the closest shade from a collection of over 400 lipsticks. Users can then virtually test the colour and add it to their shopping basket.
- 3D visualisation. Louis Vuitton has offered online product customisation for years, but it was previously limited to 2D models. Now, through a collaboration with the start-up Threekit, customers can configure and view some of the brand’s most iconic products in 3D with an exceptionally high level of detail.
- Metaverse and NFTs. Some brands are rewarding their most loyal customers with NFTs (non-fungible tokens). These unique digital assets cannot be replicated, allowing consumers to own a digital piece of the brand and potentially access future events and exclusive launches. For example, purchasing a handbag could include a certified digital copy of the accessory, which might unlock personalised promotions. Gucci is among the fashion houses that have experimented with this format.
According to Capgemini experts, tailored experiences — adapted to the right context, moment and channel for each customer — can drive sales growth. Beyond enabling consumers to interact more closely with products, immersive commerce aims to boost transactions and reduce returns by encouraging shoppers to make informed purchases, even for items they might not have initially considered.