Kitchen Experience app is part of a new initiative to explore VR possibilities for customer experience.
IKEA is the latest retailer to jump on the virtual reality bandwagon, introducing a new pilot app called the Ikea VR Experience, allowing customers to explore a virtual kitchen design experience. The test app is part of an IKEA initiative to explore the possibilities of VR technology to enhance future customer experiences.
Virtual reality (VR) and augmented reality (AR) devices are projected to become a $4 billion business by 2018, making the technology an attractive tool for a growing number of retailers in order to revolutionize the customer experience.
Among recent ventures into VR are Lowe’s partnership with Microsoft to test a design tool that uses the software giant’s HoloLens VR technology to display kitchen remodeling options; AT&T’s use of Samsung GearVR by Oculus headsets to allow customers to “experience” a Carnival Cruise; and Tommy Hilfiger’s program that employed the same SamsungVR devices to allow customers to “sit” in the front row at a fashion event and view backstage activity.
“Virtual reality is developing quickly and in five to ten years it will be an integrated part of people’s lives,” explained Jesper Brodin, managing director at IKEA of Sweden and Range & Supply Manager at IKEA Group. “We see that virtual reality will play a major role in the future of our customers. For instance, someday, it could be used to enable customers to try out a variety of home furnishing solutions before buying them.”
Designed in collaboration with developers at French firm Allegorithmic, the app brings the user a virtual IKEA kitchen in real world size. Using the app, customers wearing HTC Vive headsets can change cabinet colors, view the kitchen from different perspectives, and explore three different kitchen styles.
The app, launching on the Steam gaming platform, is designed to solicit consumer feedback on the possible implications of VR technology for the home.
“We also see IKEA VR Experience as an opportunity to co-create with people all around the world. We hope that users will contribute to our virtual reality development, by submitting ideas on how to use virtual reality and how to improve the virtual kitchen,” says Martin Enthed, IT Manager for IKEA Communications, the in-house communication agency at IKEA of Sweden.
