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We are witnessing a huge transformation in the B2B and B2C worlds with an acceleration of hybrid sales strategies such as virtual stores that ease selling and buying experiences. A virtual store, in simple terms, is a 3D experience powered by augmented reality (AR) and virtual reality (VR) technologies that allows customers to interact with product in virtual spaces or personalized surroundings.
Most organizations, struggle to see a return on investment. Although virtual stores begin with much fanfare, the charm soon wanes and virtual stores are as seen decorative ornaments in the channel strategy’s living room.
To address these challenges and generate sustained value, an organization’s channel strategy must take into consideration the points outlined below which, can lead to a better customer experience and more sales.
A table outlining six virtual store considerations for an organization’s channel strategy to drive better customer experiences. These considerations are faster eCommerce integration for a closed loop experience, dynamic content updates sharing real-time updated product information, a rich set of features with HD quality using 3D models, measurement and analysis of what customers are looking for, and the speed of easy user interactions.
4. Quality:The Image quality of 3D models is an essential aspect of convincing a user to explore products in virtual or augmented personalized spaces. There must be a focus on high-definition 3D imaging software that generates images with 360-degree rotations, zooming options, brightness control, and motion tracking—all accessible through web browsers, and working seamlessly on mobile devices.
5. Measurement and analytics: The click stream of user interactions with a virtual store creates a lot of data. A mechanism must continuously report on insights that enable the marketing teams and engineering team(s) to design campaigns and experiences based on customer behaviors. Such continuous improvements will help in allowing wider adoption of the virtual store.
6. Speed: Slow product interaction that lags and buffers will have a negative impact on the experience and reduce the probability of completing a sale. Speed of user interaction should be at the center of design to enable seamless experiences on all devices.
In conclusion, virtual stores fit into both the B2C and B2B worlds, helping customers and prospects in their buying journeys by enabling a better understanding of the product through interaction and personalization. Thus, it is crucial for businesses to consider the aforementioned factors as a part of their virtual store strategy to maximize benefits and provide an incredible user experience.
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