It’s no question that immersive technology has shifted consumer experience from a detached, transactional process to one rich in both storytelling and personalization. A more significant transformation, however, is taking place behind the scenes. Augmented and virtual reality are giving employee training a makeover one tool at a time, delivering a more enhanced, engaging, and consistent customer experience.
Consumer experience gets a ‘glow up’
Retailers across industries, from home improvement to luxury fashion, are seeing measurable gains from immersive tech. For instance, it’s become commonplace for home furnishing and apparel companies to use augmented reality to let customers visualize and stage products in their own spaces (and on their own selves) before buying. These simulations not only boost conversions but also minimize returns and expand reach, as customers are more likely to socialize a novel shopping experience.
When a brand enables consumers to “try before they buy,” it deepens trust and fosters a sense of participation in the brand’s narrative. In fact, 80% of shoppers using AR report feeling more confident about their purchases.
Hospitality brands are following suit. Hilton Hotels’ “Guess How Spacious” campaign featured a 360-degree video prompting users to guess how many of a particular seasonal item—pumpkins at Halloween, for example—had been placed in a suite. The social media campaign showcased the rooms’ spacious design to digital onlookers—and participants had the chance to win a free weekend stay. These interactive activations demonstrate how immersive media can turn what was once passive viewing into playful interactions, increasing engagement and customer satisfaction.
AR/VR creating worlds behind the scenes
The same tech that’s transforming customer experiences is also reimagining operations behind the curtain. For consumer-packaged goods giant Mondelez, decisions on packaging design and merchandising displays are crucial, but testing these factors in focus groups used to involve setting up mock stores. Now, thanks to cutting-edge, immersive technology from Samsung Galaxy XR, the company is able to test different packaging and placement options for Oreo cookies inside a virtual store, including features like eye-tracking to gain insights into where attention goes on the shelf.
Retailers are also utilizing immersive tech to speed up staff onboarding and training. This type of immersive training allows new hires to rehearse complex tasks, emergency protocols, and other interactions in a risk-free simulated environment. Imagine, for example, a big box retailer using virtual reality headsets to train new associates in simulated settings that mimic real conditions, like managing Black Friday crowds. A recent PwC study shows that employees trained with VR complete programs four times faster than traditional classroom learners with a deeper emotional connection, and employees are nearly three times as confident when it’s time to use those skills in real life
And because immersive modules can easily be replicated across locations through cloud-based platforms, AR/VR is often the more cheap and scalable option compared to traditional in-person learning. Stores that use these types of tools reported a 30% increase in retention and job satisfaction among new hires, and after virtual training.
Evolving expectations in retail
Immersive technology has been deepening consumers’ emotional connection with their favorite brands for years, and now, this connection plays a large role for people behind the counter, too. Employees increasingly seek training experiences that feel intuitive, empowering, and confidence-boosting, while consumers expect brands to fully engage their senses through personalization and interaction.
Across shopping, hospitality, and dining, retail is paving the way for immersive tech to reach its full potential. It’s turning every touchpoint—between brand and customer, worker and workplace—from an unremarkable transaction into a fully lived experience.
Learn how Samsung solutions make immersive experiences possible by requesting a demo with our Retail & Hospitality industry team.
