Dyson Opens Virtual Reality Online Shopping Experience

Dyson Opens Virtual Reality Online Shopping Experience
SHARE
THIS



Dyson is virtually changing its game. Following the recent successes of cordless vacuum sticks and Airblades, the British tech company is now inviting customers to further immerse themselves in its products with the announcement of a brand new virtual reality store.

The ‘Dyson Demo VR’ allows customers to make their way through a virtual store stocked with 3D renderings of Dyson goods, including the Supersonic hair dryer, Corrale straightener and Airwrap styler. Customers will then be able to pick up the items, suss them out and even give them a test run. Virtually, of course.

As of now, these products are the only three available for virtual examination. However, Dyson has announced other products will soon be available, such as air purifiers and vacuums, the latter of which users will be able to test out on virtual floors with different vacuum attachments.

Marketing stunt? Sign of the times? Whatever you want to call it, the Dyson Demo VR is symbolic of a new pandemic-shaped market. As though influenced, not just by restrictions, but a pervasive agoraphobia, online shopping has become the default purchasing platform for more than a quarter of the earth’s population.

Dyson, and several other brands, are tapping into this virtual shopping opportunity.

“Covid-19 has presented the digital world with unprecedented opportunities, and we’re seeing a heightened focus on how companies are bringing their products to life for consumers virtually,” Dyson’s e-commerce director, Sean Newmarch told Glossy.

As of now, the virtual experience will only be available in Australia for Oculus headset users, via the Oculus store. However, Dyson is working on a 3D web platform which will present the same online viewing experience for users who don’t have a headset. Unfortunately, it won’t be quite as immersive.

But all this begs the question; why?

“It is the ultimate try and buy experience. It is about understanding how the technologies work,” a Dyson spokesperson told The Australian.

Newmarch echoed this statement.

“When we were faced with the challenge of our demonstration stores and our demonstration temples being unavailable (due to COVID), we moved quickly to embrace virtual reality,” he said.

Dyson founder and chief engineer, Sir James Dyson, was particularly excited by the opportunities VR presented, telling The Australian it was an engineer’s job to improve things and ensure people understand how products work.

“We have been harnessing powerful virtual reality technologies to engineer new products in our labs for many years, now we are applying those same technologies to reinvent how people explore our products,” he said.

“Our customers increasingly want to buy directly from us, which makes sense, because we created the technology, and we are best placed to look after them.”

As forward thinking as the Demo VR may seem, Dyson are not forerunners. In 2015, shoe and apparel company, Toms, installed VR headsets in hundreds of their stores to transport customers to Peru as part of a charity initiative. A year later, eBay teamed with iconic Aussie retailer, Myer, to create “the world’s first VR Department Store”.

Target, as well as US-based brands, JC Penney and Macy’s have also introduced Oculus-based VR shopping platforms.

Pioneer or avid participant, Dyson’s embrace of virtual reality represents both the future of retail and the expansion of Dyson’s marketing capabilities, as the brand continues to push direct-to-consumer e-commerce.

The tech company recently increased its VR capacities further, adding VR tours of its Los Angeles, Paris, and Guangzhou stores, as well live video consultations to its official site during the pandemic.

“We are only just at the beginning of this VR journey,” a Dyson spokesperson told Pickr.

“For Dyson, we believe the opportunities are endless, particularly when it comes to bridging the gap between the offline and online world.

“As we see greater investments in the VR space, we only expect to see the number of VR users increase.”

Image source: Dyson

Please login with linkedin to comment

AR/VR Dyson

Latest News

Microsoft Says Cannes In Cairns Is Worth Its Salt
  • Media

Microsoft Says Cannes In Cairns Is Worth Its Salt

Cannes in Cairns, presented by Pinterest, is thrilled to announce that none other than Microsoft will be hosting an offsite networking lunch at Cairns’ stunning Salt House restaurant on Thursday the 3rd of February as part of the event’s packed agenda. As a silver partner to the event, Microsoft (who, we’re sure you’ll agree needs […]

by B&T Magazine

B&T Magazine
DesignCrowd Registers One Million Global Users
  • Media

DesignCrowd Registers One Million Global Users

Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]

The Chiefs & Optus Renew Gaming Partnership
  • Campaigns
  • Technology

The Chiefs & Optus Renew Gaming Partnership

The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
  • Advertising

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel

During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]

IAS Enhances Context Control For Advertisers And Publishers
  • Advertising

IAS Enhances Context Control For Advertisers And Publishers

Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements. IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and […]

Picture of a crowd of people holding and raising rainbow flags, symbol of the homosexual struggle, during a gay demonstration. The rainbow flag, commonly known as the gay pride flag or LGBT pride flag, is a symbol of lesbian, gay, bisexual and transgender (LGBT) pride and LGBT social movements. Other older uses of rainbow flags include a symbol of peace.
  • Opinion

Where Did All The Rainbow Flags Go?

This adlander muses over brands ditching the rainbow flag. Or, has it merely been usurped by the fossil fuel flag?

Opinion

by B&T Magazine

B&T Magazine
Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
  • Campaigns
  • Technology

Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory

Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]

Golden Circle Wants Aussies To ‘SmilePay’ This Summer
  • Campaigns

Golden Circle Wants Aussies To ‘SmilePay’ This Summer

Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]

New Report Says Managers Are Ignoring Employee Mental Health
  • Media

New Report Says Managers Are Ignoring Employee Mental Health

Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]

Meta Works With Now We Collide To Champion Aussie Small Businesses
  • Campaigns
  • Technology

Meta Works With Now We Collide To Champion Aussie Small Businesses

Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia. The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW). Each story shows how the business […]

Digital Lives of Australians: Cyber Security Fears Keeping People Offline
  • Campaigns
  • Technology

Digital Lives of Australians: Cyber Security Fears Keeping People Offline

The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]