Could virtual experiences soon become the norm for e-commerce?

30 Aug 2023

Interactive experiences in virtual environments can enable brands to boost customer acquisition and engagement, writes Insider agency founder Ashi Bhat.

Last week, Ralph Lauren unveiled a virtual showroom called the 888 House to celebrate the launch of the RL 888 handbag collection. As the brand prepares to return to New York Fashion Week this September after a four-year hiatus, the brand is leveraging immersive and virtual retail experiences in an effort to captivate a younger audience.

A sucker for all things immersive, I dove into Ralph Lauren’s new virtual experience. Set in a desert landscape, The 888 House combines 3D modeling and dynamic lighting to create a surreal virtual experience. I navigated through different rooms, each adorned with rustic walls, equestrian motifs and simulations of real products available for purchase. I could immediately ’favorite’ any of these products or buy them through the brand’s website.

Looking around in awe at the gravity-defying landscape of the virtual store, I couldn’t help but wonder: could immersive, interactive virtual experiences like this eventually become the norm for e-commerce? Is it possible that the ’metaverse’ could eventually reign supreme within this sector?