Dyson has unveiled the latest chapter in its fast-expanding direct to consumer retail approach, introducing advanced virtual reality technology to enable its customers to experience and test Dyson technology hands-on from their own homes using a VR headset.
The new Dyson Demo VR allows customers to trial, test and understand Dyson’s products in an immersive, virtual, online environment. The technology used draws on many of the same visualisation and simulation technologies that Dyson engineers use to prototype, test and develop new products and software in the lab.
The enhanced customer experience brings the best of the physical and offline world together with the convenience and dynamism of the virtual world. This will be paired with the newly launched live streamed events on Dyson’s direct websites and 1:1 video demonstrations hosted by Dyson experts to enable customers to better understand which technology is right for them.
This new launch forms a part of Dyson’s growing focus on direct to consumer retail both on the high street and online. These virtual experiences will compliment Dyson’s 318 existing physical Dyson Demo stores worldwide, 30 of which have opened in city centres during the Covid-19 pandemic. 19 more are planned for 2021 and into 2022.
James Dyson, Founder and Chief Engineer says: “As engineers we are concerned with improving things and that includes how people understand our products. We have been harnessing powerful virtual reality technologies to engineer new products in our labs for many years, now we are applying those same technologies to re-invent how people explore our products. Our customers increasingly want to buy directly from us, which makes sense, because we created the technology and we are best placed to look after them. We are also trying new ways to explain our technologies through our hair salons, testing zones in store, online live streams, 1:1 live video.”
The Dyson Demo VR is the first virtual store of its kind and is available through the Oculus store from. The VR experience will iteratively update and improve over time.
“Dyson Demo VR means we can now bring our technologies to life for our customers in ways that were previously beyond imagination. Applying the same technologies and tools already used within our labs, we can explain better how Dyson machines work and why they make a difference. All of this can be done using our actual design data. We can show people a virtual product operating in a virtual room but using the actual product software – it doesn’t get much more realistic than that,” says Sean Newmarch, E-Commerce Director at Dyson.