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The digital showroom as a stage: how to make your product shine
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According to Obsess x Coresight Research, around 88% of brands reported an increase in sales through immersive virtual shopping experiences. So what could be better than picking up your customers directly at the first contact with an interactive showroom? Looking at the target groups of tomorrow, it quickly becomes clear that exciting virtual experiences are essential for customer acquisition and retention. To inspire digital natives with your product in the virtual showroom, we present five simple steps to the ideal buying experience.
Digital natives
Digital natives are people who have grown up in the digital world and are therefore familiar with modern technologies such as the internet, smartphones, social media and digital communication tools. They include Generation Y, Z and Alpha in particular.
A virtual showroom is like the stage of a great theater: it is the place where your products should shine in the best light and the audience - your potential or existing customers - should be inspired. Just like in a play, there are small details that need to be right for the spark to fly and the story of your product to come to life.
1. Writing a script (objectives and concept)
The heart of any theater is the script. Not only are the framework conditions, important components and the protagonists defined here, but also the central theme of the work. The conception of a digital showroom can be imagined in a similar way. First of all, the entire storyline of the showroom should be defined. Who are the main characters (products)? What is the message to be conveyed?
The focus here is on the following strategic points:
- Goal definition: WHO, HOW and WHERE do you want to address? What purpose should the showroom fulfill (brand awareness, sales, interaction)?
Customer journey: Create an individual, consistent experience with intuitive navigation, emotional storytelling, technical efficiency and transparent communication.
Ambience and style: What mood do you want to create and what emotions do you want to arouse? In which setting should your brand be presented? Depending on this, you can opt for an indoor or outdoor environment, a realistic or futuristic style, for example.
2. Set design (setting and environment)
The stage design is the core element of a play. If the audience feels comfortable and the color concept, the coordinated contours and surfaces appeal to them, the entire play appears more inviting and arouses sympathy. The room design in the showroom also forms the basis for a successful presentation. But you have far more options in the space!
With 3D platforms like rooom, you can first decide on a suitable setting using our templates! Thanks to our CMS, it is now easy to customize your space!
CMS
A content management system (CMS) is a software solution that enables users to create, manage and publish digital content - such as texts, images, videos and documents - in virtual spaces without the need for in-depth programming knowledge. The system is suitable for both 3D content and 2D content, enabling seamless integration and management in various digital environments.
Features such as an AI-supported environment generator help to make the virtual space appear in a unique setting. Do you want your showroom to be used during the seasonal Christmas business? Then a view of snow-covered mountains could suit the ambience. A suitable panoramic image can be generated via text input with the help of AI. Even in closed rooms without a view to the outside, it is important to create a pleasant atmosphere using room elements and suitable lighting. In order to design the room optimally, the following four things are particularly important:
Color concept: Use brand-compliant, barrier-free colors (e.g. pay attention to contrasts for good legibility).
Textures & materials: Play with the surface materials, depending on the theme, bright/simple colors, strong/light contours or colorful/unobtrusive patterns are ideal.
Sound effects: Use atmospheric music at a pleasant volume that suits the setting.
Branding: Add your brand and logo in relevant places (e.g. on virtual screens, in the footer or on the home screen).
Attention! Your visitors may not yet be as experienced in the virtual space as you are, so it is important to ensure intuitive navigation, seamless transitions (e.g. with integrated store systems) and simple contact options. With an AI assistant, for example, you offer the opportunity to clarify questions directly in the space.
3. Putting the main actor in the spotlight (product placement)
Your products are the main actors in your piece. To make your visitors part of this experience, you can give them a virtual identity in the space. Avatars allow customers to experience the action more directly and interactively, which intensifies the shopping experience.
Alternatively, you can also choose an anonymous approach - but a virtual identity often helps to make full use of the showroom stage and build a stronger bond with your main protagonists, the products.
Think about the right placement of the products. Keywords such as clarity and prominence form the framework. Pedestals or realistic proportions of the products help to bring structure to the space so that your products don't “drown”. Pay attention to:
Purchase option: Seamlessly integrate a store system or order form to enable easy purchases and low bounce rates.
Tours: Create tours for independent exploration through Clickspots or walk through the space together with your customers to offer personalized guided tours through the product world.
3D Product Viewer: Use 3D product models for a detailed product view from all sides. You can link the 3D Product Viewer via a pop-up on the individual elements.
Product information: Add labels to 3D objects to emphasize product features and highlights.
4. Involve the audience (interactivity and experience)
Just as the theater interacts with the audience, the showroom comes to life by offering interactive elements. These allow the “audience” to become part of the show themselves - through play, interaction and emotional moments. The more your customers are encouraged to take action, the more involved they are with your brand, which lays the foundation for a solid basis of trust. The following features can be helpful here:
Animations: Add movements to explain features and functions.
Augmented reality (AR): Enable your customers to view products directly in their environment using AR. This allows them to virtually project the products into their own space, making the purchase decision easier.
Virtual Reality (VR): Use the option to experience the Space in VR for more action.
Gamification: Integrate small games (e.g. virtual puzzles or treasure hunts) directly into your shopping experience.
The AR feature in particular connects the visitor's personal environment with the product and thus creates an immersive bridge, which can lead to successful customer loyalty. The secret: Help your customers to have a seamless and uncomplicated shopping experience with a touch of fun!
5. Premiere and PR (launch and optimization)
Soft launch
A soft launch is a controlled introduction of a product, service or feature in a limited market or for a selected target group before it is officially released. The aim of the soft launch is to identify potential weaknesses and make optimizations based on initial user feedback and tests.
As soon as the showroom has been completed, you should carry out a dress rehearsal. It is worth carrying out a so-called soft launch.If this is successful, your showroom is ready for its premiere. To ensure that the showroom attracts a large audience, thorough promotion and a suitable marketing strategy are essential:
- Integration into all marketing channels: Integrate the showroom on your website, your social media channels or even in newsletters and blog posts.
Campaign planning: Think about how you can present the showroom to your customers in a targeted manner. It is good to use several channels, e.g. paid ads, social media posts and targeted email campaigns.
Usability and device tests: Make sure that the showroom works perfectly on different devices (desktop, mobile, tablet) and in all common browsers. Also check the features integrated via link, as well as navigation and readability.
Clapping or head-shaking - no matter what your feedback on the premiere is, it should always provide an opportunity for continuous improvement. Give your visitors a direct opportunity to provide feedback, for example through surveys directly in the showroom. Set clear KPIs to track user activity after the launch. The number of views, interaction rates, time spent and products purchased in the showroom are useful indicators to evaluate success.
6. Showtime
Every step, from the script to the stage design to the premiere, plays an important role in making the shopping experience coherent and appealing. When the curtain falls and customers remain curious or even make their first purchase, you know that the show has been a success. Your showroom is more than just a product presentation - it is the stage that makes your brand authentic and approachable and really picks up your customers. Because in the end, it's not just what's in the spotlight that counts, but how it affects the audience. Let your digital showroom speak for itself!
Download the perfect checklist for a successful product presentation now! It gives you valuable orientation and helps you to keep an eye on all the important factors for your showroom.
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