Category: Industry Insights

In case you missed it, our Founder and CEO, Neha Singh, sat down with James Kotecki in the C Space Studio at CES 2024 to discuss how brands are utilizing Obsess’ technology, the current landscape of immersive experiences and what brands/retailers can look forward to with Obsess. 

How Obsess is Bringing Gamification into Shopping

Obsess is creating immersive shopping experiences that put the consumer in the experience of the brand, in a whole 3D branded environment that brings gaming into shopping. Similar to online gaming, consumers can browse through the environment and navigate through them. 

Q: A traditional flat screen, in VR/AR, or all of the above?

The majority of our users are on their mobile devices so that’s where we are mobile-first, mobile-optimized, and it’s all accessible through the web. It’s super easy to access, making VRvery accessible to users and to brands. Also, we launched on the Oculus Meta Quest and we are launching with the Apple Vision Pro. 

Q: Walk me through what this experience would look like. If you are able to share a specific example or name—What am I actually experiencing?

We work with brands from a variety of verticals. We work with fashion brands like Dior, J.Crew, Ralph Lauren, Crocs. Beauty brands like K18, L’Oreal, Charlotte Tilbury. We work with CPG brands, we work with Disney.

To give you one specific example, we launched with Crate & Barrel recently. They created a virtual store that was based on their new flagship store that they opened in NYC in Flatiron. Essentially this is a fantastical version of that store, so you start with a bird’s eye view over Manhattan in the fall, go in and you have this photorealistic environment in 3D. You’re transported into a version of that store instead of seeing a grid of thumbnails of products. 

You can actually go into the living room and you see couches, you can press a button to change the entire color scheme, and can change to see different products. Then you go into the dining room and there’s all the plates kind of flying off the shelves and creating this beautiful tablescape. You can click on any product and see all the details and add it to your cart right there. So it’s a very interactive experience. A lot of the experiences also have games, where you’re learning about the brand or products at every step as you experience the store and that engages customers even further. 

Q: Are you the team actually digitally creating the look? That’s what Obsess is bringing to the table?

We provide the software platform this 3D rich technology runs on, on a web browser. We often also provide the services to actually create the environment. In some cases our brands might have their agencies do it or they might have their interior retail designers do it—otherwise we can. Typically we get creative direction from the brand though.

The Novelty and Utility of Immersive E-Commerce

The contextual piece virtual stores offer is hugely important; in traditional e-commerce consumers are devoid of context. Contextualizing e-commerce makes shoppers see things they weren’t looking for. We often see that our average order value from our virtual stores is higher than typical e-commerce because people might notice something that they weren’t necessarily looking for and then they purchase it. 

The discovery-driven phenomenon was previously only in stores. In traditional e-commerce that doesn’t happen because it’s directed at the consumer. 

Q: It’s interesting to think about because some people might think about VR as a space to get lost. It sounds like what you’re describing is a bit more nuanced and balanced, which is using those environments as a way to bring back to the real world, and how to create the real life reality of what you actually might want. 

At the moment all the products in our experiences are all physical products, so what you buy is something real that you’re getting in hand.

Q: It may be brand dependent—creating something that seems like a store because you could theoretically create any kind of environment. Not every brand might necessarily need it to be a store, so how do you think about that psychologically and what are you aiming for there?

We want to enable brands to express their creativity in whatever way makes sense for the particular collection, for the particular season or brand. A lot of customers create completely fantastical environments that don’t look anything like their retail stores. We actually launched a virtual store for Taylor Swift that is a Christmas tree farm which is where she grew up and the products, you basically shop them off of it. We have customers who have created underwater experiences, you can create a planet if you want. Many of our customers in beauty want to talk about the science behind their products so you’re in a lab. It’s totally dependent on what makes sense and we can also test that with the data that we have—what works and what doesn’t. 

What to Look Forward to with Obsess

We firmly believe the future of the internet is 3D because our real world is 3D. The reason we’re used to these flat screens is just because of limitations of technology. 

But as chips are getting more powerful, PSUs process faster, our digital interface becomes closer and closer to the real world. All around us, it’s 3D and ultimately our digital interface will become very much like that. These are the starting points to that ultimate future

Q: What are you most excited about for what’s next? Obviously Apple’s technology is potentially the big one for the year, but is there a piece of technology or a thing that you are waiting to click into place to take you to the next level?

For us, the biggest sort of next big shift in this on the horizon is personalization. What it means in a 3D space, is that you can walk into a virtual store and it will greet you, you would have products based on your purchasing history, your interests have been by browsing other places. The complexity there is rendering this dynamically in 3D for every person. That’s the technology we are building now and that’s really ultimately our vision and whatever device you experience that on, we want the experience to be personalized to you. Today the experience that you get is the same as what everyone else is getting and that’s going to change. 

Q: Another buzzword is AI here at CES 2024; how are you thinking about using AI in any interesting or novel ways that you want to highlight?

We have actually incorporated Gen AI in our production process of these experiences. In the cases where we are designing the experiences for brands, what Gen AI has helped us do is create options very quickly for brands. Doing all of that in 3D takes much longer. So now we can actually get that whole process down with the help of AI and finalize what the brand wants. That has actually cut down our production time and our go to market time for virtual stores.

The other thing that we are using it for is to create more content in the stores. We see from our data that the more content we can add to the experiences, the higher the purchase conversion rate is. One of our stores is a baby registry, there you can plug your due date and it’ll use Gen AI to find all the names that are most common for that date and things like that. So you can imagine the possibilities of what someone would have had to do manually on the brand side to produce that content, now it’s all automated and we can make the experience more interesting. 

Q: Do you have other human characters like an AI shopkeeper that’s going to interact with me? Or is there a philosophy around that? Is that also brand dependent?

One of the ways that’s super successful and people really engage with, is having real people there as avatars who are shot on a green screen background. We often have influences or the brand designer in, introducing you and welcoming you into the experience and that gets super high engagement. Now what we are doing is creating more 3D avatars of influencers who can be in the space, AI sales associates who can help you answer your questions. 

Click here to watch the full interview: Obsess’ CEO, Neha Singh, In The C Space Studio – CES 2024

Email us at contact@obsessvr.com or book a demo to see what Obsess can do for your brand.

As consumer behaviors and expectations evolve, the e-commerce interface also evolves. Virtual stores are a new type of digital shopping experience that provides more engagement and immersion for a brand’s customers. These immersive retail experiences live on a brand’s e-commerce site and are available to access via mobile or desktop. Customers can navigate around the 3D space, similar to how they would browse a real-life store.

Why do brands need VR shopping experiences?

Amazon created the traditional e-commerce interface 25 years ago to sell books and it has not changed since. The traditional interface is primed for infinite scrolling of the brand’s database, but is identical across verticals and product category. Most e-commerce sites continue to use the monotonous grid of thumbnails on a white background, lacking brand identity.

However, with virtual stores, brands are able to offer consumers a 360-degree online experience that is highly visual, immersive and creative. Featuring a curated selection of products, everything in a virtual store is intentional and custom to the brand. Brands are able to showcase products in contextual environments that enable consumers to visualize their usage and functionality. Using CGI technology, products are merchandised in a virtual store, allowing customers to interact with both products and content embedded into the environment as they move around. The immersive 3D environment is intuitive and offers a shopping experience akin to the real-life experience, plus ultra-engaging features and animations not possible in brick-and-mortar locations. They are easy to access with a web link, and don’t require an app download or a virtual reality (VR) headset.

Virtual stores enable brands to connect with younger consumers—a valuable target for many brands. Through engaging features such as custom gamification and 3D multimedia content, virtual stores are able to cater to today’s consumer that expects an enhanced level of immersion due to social media and the popularity of gaming.

They also provide brands with valuable analytical data and insights into consumer behavior. Obsess provides robust, detailed, anonymized first-party data on every consumer interaction that occurs within a brands’ virtual store.

How Are Brands Using Virtual Stores?

From web browsers and gaming platforms like Roblox, to spatial computers and VR headsets, virtual stores are unique, immersive digital experiences for brands to reach their audience wherever they are. Brands and retailers use virtual stores for a variety of different purposes on a variety of different platforms, ranging from memorable virtual selling channels to innovative brand marketing solutions. 

See below for some examples of how brands are using virtual stores:

Ralph Lauren Virtual Stores

Ralph Lauren offered their global audience a unique online experience by virtualizing their physical retail storefronts. This allows consumers to virtually step into the elegant world of Ralph Lauren’s iconic global retail spaces from their own home, and browse their curated collections. Outside of the IRL location is a QR code for the corresponding virtual store, scaling traffic by empowering passersby to later shop the store at their own convenience. For some of the virtual stores in the Ralph Lauren repertoire, the virtual store is the only e-commerce option—they are not available on the brand’s traditional e-commerce site and can only be shopped in physical locations around the United States and Canada. 

Read more about The RL Virtual Experiences.

Elizabeth Arden Virtual Store

Revlon’s Elizabeth Arden used their virtual store to modernize their brand through immersive storytelling and artificial intelligence. The brand sought to reach a new generation of shoppers through their virtual flagship store, engaging visitors with enhanced storytelling, gamification and personalization. 

Advancing their digital engagement strategy, the Elizabeth Arden virtual store features plenty of playful animations, interactive content such as personalized recommendation quizzes and the latest products. With the virtual experience, the heritage beauty brand dipped their toes into AI, utilizing generative AI-enabled content to showcase their legacy in an immersive art-gallery portal; the historic beauty brand used AI to complete archival photos featured throughout their experience. 

Alo Yoga Immersive Store

To engage their online fans, Alo Yoga created an Immersive Store across platforms on web and Meta Quest; the cult-favorite fitness brand later expanded their digital footprint into spatial computing with their Apple Vision Pro app, “Alo Sanctuary”. 

The popular activewear brand deepened consumer connections by providing exclusive access to content and empowering personalization through interactive customization—visitors of the virtual store were able to mix-and-match Alo products to create a custom look. Further immersing their community into their brand world, Alo provided an additional element of interactivity offline by transporting in-person event attendees to their virtual store via Meta Quest. They included this perk in their 2023 New York Fashion Week event, transporting users from the frigid New York winter to the serene mountains in virtual reality.

Read more about the Alo Yoga Immersive Store reached and engaged the brand’s online community.

American Girl Virtual Museum

Toy manufacturing sensation Mattel, launched a play-centric virtual experience for their American Girl brand to engage kids and parents beyond a single point of sale to increase brand affinity. Renowned for their iconic dolls, the American Girl Virtual Museum explores each girl’s narrative through custom brand mini-games, digital animations and immersive storytelling. Fostering imagination, the Virtual Museum dives into the rich history of the brand’s products and educates visitors on each doll through engaging features and content. 

“It takes five to seven touchpoints with the American Girl brand before a customer makes a purchase. That’s why having rich virtual content is worth investing in…it adds another interactive element to our brand,” says Debbie Hagg, VP of Marketing at American Girl.

As each new American Girl doll was announced, Mattel would expand their Virtual Museum to spotlight the girl in her own custom exhibit. Read more about the American Girl Virtual Museum, and how they built brand affinity. 

Crate & Barrel Virtual Flagship

Crate & Barrel created a fantastical reimagination of their new flagship in New York’s flatiron district—full of whimsical animations and dynamic product customizations not possible IRL. The virtual experience transforms the online furniture shopping journey, introducing engagement and interactivity beyond the traditional e-commerce experience. Underscoring the interactivity is the product customization feature, an intuitive tool for visitors to create custom sofa sets and botanical arrangements to visualize the outcome for their own needs. An exact replica of the physical store, the virtual flagship boasts more than 450 products for every room in the house, available for purchase directly in the experience, as well as services found in the store. 

Learn more about the virtual Crate & Barrel flagship, powered by Obsess. 

Obsess has created 350+ AI-powered virtual stores and experiences for brands and retailers across verticals, hosted on their e-commerce sites, Roblox, Apple Vision Pro and Meta Quest. Discover how leading brands in fashion, beauty, CPG, home and beyond are leveraging virtual stores in their digital engagement and brand marketing strategy. Read more about some of the virtual experiences Obsess has launched with our brand partners by clicking here.

Our patented, enterprise-grade 3D rendering technology is the backbone of the Obsess platform. To create a virtual store or experience for your brand, book a demo or email us at contact@obsessvr.com.

Obsess joins the Adobe Commerce Marketplace, and offers Adobe Commerce customers a seamless, end-to-end 3D e-commerce experience. As an official Adobe Partner, our extension is available on the Adobe Commerce Marketplace. The extension enables Adobe customers to integrate their Adobe Commerce site with an Obsess-powered virtual store, and pull up-to-date product information.

Integrating with Adobe Commerce

The Obsess X Adobe extension brings Adobe Commerce customers into the next generation of immersive, discovery-driven shopping. By integrating with Adobe Commerce, Obsess enables Adobe customers to create virtual stores with dynamic product and inventory updates. Brands can easily connect their 3D product models to Adobe Commerce and keep them up-to-date. Dynamic product and inventory updates, empower brands to create immersive and engaging 3D virtual experiences that increase conversions and sales. Through the Adobe extensions, we are able to expedite virtual store launches and dynamic merchandising for Adobe customers.

We are excited to be an official Adobe Partner on the Commerce Marketplace. This partnership enables Obsess to reach a wider audience, and provide customers with seamless 3D e-commerce experiences. For more information on how the Obsess extension works on the Adobe Marketplace, click here.

Obsess is transforming the generic e-commerce grid interface into immersive 3D virtual stores that are interactive, creative and custom. Virtual stores live on a brand’s e-commerce site, and are accessible anywhere with a browser–no headset or login required. Obsess virtual stores connect to brand’s e-commerce systems to enable a seamless, unified check-out experience and real-time updates to product inventory. 

To learn more about partnership opportunities and integrating your commerce cloud with Obsess-powered immersive experiences, email us at partnerships@obsessvr.com or book a demo. 

Virtual stores have revolutionized the way consumers shop, and the pet retail industry is the latest to join the trend. From pet supplies and accessories to specialized services, these digital havens cater to the needs of animal lovers worldwide. 

Increased Accessibility

Virtual pet stores are more accessible than traditional brick-and-mortar pet stores. Regardless of geographical location or time zone, pet owners can shop anytime, anywhere. This convenience factor not only saves time and increases audience reach, but also ensures a seamless shopping experience for pet owners who prioritize their pets’ well-being.

With Obsess virtual stores, brands and retailers in the pet industry can offer prospective and current pet owners an immersive and engaging way of shopping online; brands and retailers will be able to provide their shoppers with the most suited products and services for their pets. By including informative content and virtual consultations, virtual stores can also serve as educational hubs—especially since buyers need to be well informed before purchasing anything for their pets, as it can drastically affect their health. 

Virtual stores for pets can also serve as a venue to book a range of specialized services. From online veterinary consultations to training programs and pet daycare booking, these platforms offer a comprehensive suite of services to cater to every aspect of pet care. Virtual consultations with experienced veterinarians provide pet owners with expert advice and peace of mind, especially in situations where physical visits may be challenging. Moreover, online training programs allow pet owners to conveniently enhance their pet’s skills and behavior through video tutorials and interactive modules.

Foster Community

As virtual stores for pets continue to evolve, they foster a sense of community among pet lovers. Virtual stores now  incorporate social elements, such as Shop with Friends, live chat and online communities, where pet owners can connect, share experiences and seek advice from fellow enthusiasts. This digital community aspect adds an extra layer of engagement and support for pet owners, making the virtual store experience more enriching.

Virtual stores for the pet industry are revolutionizing the pet retail landscape, offering unparalleled convenience, accessibility and a wide range of products and services. With their interactive interfaces, extensive product and service offerings, these virtual platforms have now become a go-to destination for pet brands worldwide to connect with their consumers.

To learn more about how the Obsess virtual store platform is reshaping the pet retail landscape, email us at contact@obsessVR.com or book a demo. 

Virtual hotel experiences empower potential guests to embark on a virtual journey, exploring the hotel’s accommodations before making their booking decisions. In an immersive 3D environment, potential guests can visualize the rooms’ ambiance, design and layout to gain an intricate understanding of the hotel’s offerings. This immersive exploration empowers guests to make informed, curated decisions based on their preferences, ensuring a delightful and tailored experience upon arrival.

Obsess’s virtual experiences offer a range of advantages for the hotel industry, including improved visualization, increased convenience, personalized experiences, efficient event planning and cost savings. They enhance customer engagement, optimize operational processes and support sustainable practices, ultimately benefiting both hotels and their guests.

Enhance the Hotel Booking Experience

By booking through immersive virtual hotel experiences, guests can access a wealth of information at their fingertips. From examining room layouts and configurations to virtually strolling through the hotel’s public spaces, the convenience of this technology is unparalleled. Potential guests can save time and effort by narrowing down their choices and focusing on hotels that truly align with their preferences and requirements, all from the comfort of their own homes.

Improve Customer Satisfaction and Loyalty

Booking reservations through an interactive virtual hotel experience improves customer satisfaction and loyalty by providing potential guests with a realistic experience even before stepping foot into the hotel. By immersing themselves in virtual tours of the amenities and visualizing the hotel’s offerings through virtualized retail, guests can set accurate expectations, leading to enhanced satisfaction during their stay. This transparency builds trust between guests and hotels, fostering positive guest experiences and forging lasting relationships.

Increase Guest Spending

In addition to the immersive exploration and realistic experiences, virtual reservations offer a seamless and user-friendly booking process. Once guests have explored the hotel virtually, they can easily complete the reservation within the virtual platform. This eliminates the need for users to navigate different websites or switch between applications, streamlining the entire booking journey. Guests can return to the virtual experience after booking and during their stay to purchase room upgrades, dining and spa reservations and additional hotel services.  

Virtual hotel experiences have redefined the way we book hotels, bringing convenience, transparency and enhanced satisfaction to potential guests. By offering immersive exploration, informed decisions, realistic experiences and seamless bookings, this technology has become a game-changer in the hospitality industry. 

To learn more about how Obsess virtual stores can be used by the hotel industry to empower potential and current guests to increase bookings, contact our team at contact@obsessVR.com or book a demo.