Dive Brief:
- Deal-finding service Retale is working on a virtual-reality component for its mobile app in partnership with Oculus Rift, the manufacturer of VR goggles.
- The VR component of the app would allow consumers to browse store circulars, then “enter” branded showrooms to check out specific items.
- Major partners such as Target, J.C. Penney and Macy’s will have virtual showrooms inside the app when Oculus Rift goes on sale next year.
Dive Insight:
Retale is bringing virtual reality technology to mobile shopping. The company, which specializes in producing digital versions of the shopping circulars appearing in Sunday newspapers, is partnering with Goggle manufacturer Oculus Rift to introduce a VR component to its mobile app.
As demonstrated in a promotional video, the Retale VR experience will first display circulars from retailers then allow the wearer to enter the stores' 3D virtual showrooms to check out items of interest. Consumers will then be directed to a local brick-and-mortar store armed with directions and a shopping list via push.
VR is still in its early stages even in applications such as gaming. Nonetheless, Retale is taking a pioneering spirit toward the technology—and while it may not be the virtual-reality shopping experience consumers are looking for, there’s nothing to indicate that it won’t be the first step toward a system that allows consumers to browse, discover, and buy in a simulated environment.