Yesterday VRFocus reported on a new virtual reality (VR) shopping experience named Open.TV. The concept is simple enough in that consumers are given detailed pictures and videos of a product before deciding whether or not to buy something. Promised integration with the Oculus Rift head-mounted display (HMD) suggests that the idea could be one of the first signs of true VR making an impact in the retail space. According to UK department store group House of Fraser, this could just be the start.
The company’s executive director of multichannel Andy Harding revealed as much this week speaking at the Internet Retailing Conference. As reported by Retail Week, Harding stated that the Oculus Rift could well be a ‘game-changer’ for the retail industry, with customers having an immersive shopping experience at home. Users could even sample virtual products themselves. As for if this would actually happen, Harding said: “If customers demand it, we will build it.”
Just when these concepts might become a reality is still up for debate, especially without a true consumer HMD on the market. The Oculus Rift is being used to advertise a range of brands through VR experiences at the moment. The most famous is the new Interstellar VR experience currently touring the US, giving fans a glimpse of the upcoming movie in a virtual spaceship. VRFocus will continue to follow any and all applications of VR, reporting back with any further updates.