In over 15 years in the digital communication field, we have been witnesses of the web revolution since the first steps and we figured out that some methods still considered as valid by many, are already overcome.
For example, thanks to their ability to give the users access to a wide range of additional information about the desired product, such as photos, explanatory or immersive videos, the QR Code and the Augmented Reality could have given better outcomes. But due to the fact that they require people making an action, such as scanning a barcode or wearing a VR headset, they could not meet the needs of those who are too old, too lazy (we use to call them the "digital lazy ones") or don't possess a basic digital culture (especially in the case of QR code).
In this framework, we figured out that along with the technological development a new class of consumers is now coming up. They are more informed, more demanding and in search of experiences to live and share. That's why we understood the importance to implement new measures aimed at meeting and expanding the customers' emotions and desires in a more natural way.
According to our recent experience, one of the most interesting solutions available now is the immersive experience. At the time of contact with the desired product, placed within a basically neutral environment, through a series of hidden sensors, amazing projections, spectacular paintings, landscapes or contents linked to the objects exposed will be beamed onto the surrounding walls.
The technology will allow the users not only to be naturally involved in an all-round experience but also to discover the special features and the most authentic values of a product before its purchase. Because, of course, the greater the quality of a product the wider the contents available around it.
All of this is intended to change the retail world, especially the luxury market. In addition, it could be particularly effective for unconventional commercial forms such as temporary and concept stores, since it allows to change the interior design and scenarios according to the type of products exposed.
On the basis of our experience and working environment, this technology can perfectly suit the characteristics of "Made in Italy" products, which still today represent values and traditions appreciated worldwide. In fact, through the projection of scenarios related to the location and culture behind that good, it is possible to underline the source and origin of raw materials and convey information and emotions at the same time. Try to imagine how powerful can be to show video-frames of the production process of a tailored jacket or a bottle of wine step by step, with an artisan speaking about his own work.
The ultimate goal is to let the customers live an outstanding experience rather than sell them a simple product, so that to strengthen the human link between producer and consumers by highlighting the authenticity of the production process.
In short, As stated by Sergio Aversa, CEO of Creative Web Studio:
All these factors act on the customer's mind during what that is known in marketing as the "zero moment of truth", namely that moment in which the customer gets in contact with a particular good for the first time and carefully evaluates its purchase. In fact, the combination of technology and contents expands the individual cognitive and sensory abilities, by acting directly on someone's perception: the greater the quality of a product, the greater the relevant contents, and so the perceived value. This is especially true for valuable goods because they allow to exploit all the features that make a product luxurious (craftsmanship, raw materials, etc.), regardless of the brand.
That's why the Immersive Experience could become a real asset for the promotion of "Made in" in each country having a culture and a set of values to enhance through this technology.