Different retailers have started to discover the possibilities of virtual reality thanks to VR glasses like Oculus Rift. Its advantage is that it allows customers to 'experience' products in a virtual world.
Luxury boutique The Line has given its customers a tour around The Apartment, their Manhattan store, thanks to a Samsung Gear VR. This allows customers a chance to virtually walk around in the store and check up on several specific areas. The device then gives them a summary of the product and the option to view it from several angles.
VR technology is only in its infancy, while the first VR glasses (like the Oculus Rift and Sony's Project Morpheus) will only launch next year.
Marketing firm SapientNitro's Adrian Slobin, who headed the The Line project, believes virtual reality has to offer a consumer experience like no other, something the consumer cannot replicate in a store or on a website. Only then can the technology find its place in the retail world.