GUM in VR: How Online Shopping Changes Your Shopping Experience

Contents:

• Who buys VR technology in Russia and for what purposes?
• How has the COVID-19 pandemic changed the virtual reality market?
• New opportunities for using VR
• Transition from a virtual skating rink to shopping in VR: A new era of retail
• The future of virtual GUM: How will shopping be organized in VR?
• What will shopping look like in AR and VR?
• How technology helps to rejuvenate the audience
• What you can buy and what you'll have to create yourself
• How VR and AR technologies are transforming our lives: digital clothing and virtual views from windows

Who Buys VR Technologies in Russia and for What Purposes?

Clients interested in virtual and augmented reality solutions most often represent large businesses. Orders come from various industries, but the greatest interest is in the use of technologies in the field of training and industrial production. Among our clients, we can highlight aircraft manufacturers and companies engaged in mining. The use of VR and AR technologies allows us to improve training processes, increase industrial safety and optimize work processes, which makes them indispensable tools for modern business.

Projects in the field of training program development are often of significant scale and high technical complexity. This is due to the need to consider many factors, including the specifics of the equipment used and the requirements for its operation. Effective design of educational solutions requires a deep analysis and understanding of all components, which, in turn, ensures high-quality training and compliance with modern standards.

How has the COVID-19 pandemic changed the virtual reality market?

The pandemic has had a significant impact on businesses, causing both negative and positive changes. Many companies faced budget cuts, leading to project delays of up to two years. However, the crisis also served as a catalyst for the rapid transition to digital technologies, resulting in increased demand for VR solutions. In this new reality, companies that adapt to digital innovations can gain a competitive advantage and improve their market position.

Given changes in customer demands, there has been a rapid increase in interest in remote solutions. The need for virtual meetings and distance learning has become a priority. In the face of travel restrictions, virtual reality technologies offer businesses new opportunities to develop and strengthen customer relationships. The use of virtual platforms allows organizations not only to maintain communication but also to provide effective training and interaction remotely.

New Possibilities for Using VR

Modern companies are actively seeking ways to effectively present their products and real estate using virtual reality (VR) technologies. For example, foreign partners shared a successful experience that they applied to closing a warehouse sale in the United Arab Emirates. They created a digital model of the property and presented it to potential buyers. This approach allowed them to complete the transaction without the need for physical contact, which is especially important in the current environment. The use of VR technologies not only simplifies the sales process but also expands the opportunities for buyers, allowing them to better evaluate the properties on offer without leaving their office.

In Russia, the use of virtual reality (VR) for online exhibitions is beginning to gain popularity. While examples are still limited, VR technologies are opening up new horizons in both industry and art. Virtual exhibitions offer a unique opportunity to showcase works without the constraints of physical space, attracting a wider audience and making art accessible to everyone. Interest in VR exhibitions is growing year after year, demonstrating the potential of this technology for cultural events and educational initiatives.

From a Virtual Ice Skating Rink to VR Shopping: A New Era of Retail

The idea of ​​integrating virtual reality into retail arose as a response to the changes in consumer habits and behavior caused by the COVID-19 pandemic. Amid restrictions and social distancing, many stores were faced with the need to adapt and offer customers new ways to interact with products. Virtual reality has become an effective tool for creating a unique shopping experience that combines the convenience of online shopping with the attention paid to physical goods. This approach not only increases customer engagement but also boosts sales by providing the opportunity to visualize products in an interactive environment. Thus, integrating virtual reality into retail has become an important step toward improving the customer experience and adapting businesses to the new reality.

The first meeting dedicated to the project took place in the summer of 2021, when the world was just beginning to understand the impact of the pandemic. The main topic of discussion was the introduction of virtual reality (VR) into retail, as well as supplementing it with elements of augmented reality (AR). As a result, the decision was made to launch an image project that will preserve the unique atmosphere of the Red Square skating rink even after the winter season ends. This project aims to draw attention to innovative technologies and the creation of a unique user experience, which is especially relevant in a changing market.

This project involved completely digitizing Red Square and GUM, creating a virtual ice rink accessible to users. This unique project is now available on the Bosco website completely free of charge, making it attractive to a wide audience. The virtual ice rink offers the opportunity to enjoy the atmosphere of winter fun in one of Moscow's most famous places without leaving home.

Given the low prevalence of VR devices, we offer the ability to access the skating rink without a VR headset. While the effect may be less immersive on a flat screen, it gives users the opportunity to familiarize themselves with the virtual experience and understand its essence. This approach ensures that our content is accessible to a wider audience, allowing everyone to enjoy the unique possibilities of the virtual world.

The Future of Virtual GUM: How Will Shopping Work in VR?

We are actively conducting research and development (R&D) in collaboration with our partners to shape the concept of the virtual GUM. As part of this project, we are researching both the Russian and international markets, analyzing the application of virtual (VR) and augmented reality (AR) technologies in retail. Our goal is to implement the latest technologies to improve the shopping experience and create innovative e-commerce solutions.

Our decision to focus on augmented reality (AR) is explained by the high prevalence of smartphones among the population, while virtual reality (VR) devices such as VR headsets have not yet gained widespread popularity, especially in Russia. We intend to primarily implement a project with AR elements, which will allow us to use available technologies and reach a wider audience. In the future, we plan to move to virtual reality, which will expand the possibilities of user interaction with content.

What will shopping look like in AR and VR?

In the first stage of our business, we will focus on selling physical goods. We analyzed the successful practices of companies such as Zara and Lamoda. The Lamoda app, for example, provides the ability to try on shoes using augmented reality technology, which significantly improves the customer experience. Zara, for its part, offers users the ability to see complete clothing looks using AR, which helps with selection and increases customer satisfaction. We plan to implement similar innovative solutions to engage customers and improve their interactions with our brand.

What does this mean for consumers? First of all, it saves time. With the pandemic continuing to impact everyday life, more and more shoppers are opting for online shopping. According to Statista, global online retail volume is expected to increase by 20% in 2023 compared to the previous year. This confirms the growing popularity of online shopping, which provides convenience and the ability to shop from anywhere at any time. Online trading allows you to avoid long lines and save time on shopping trips, which is especially important in today's reality.

With the growing number of virtual reality users, we are considering the possibility of creating a social platform. On this platform, shoppers will be able to communicate, discuss products, and try them on virtually. This innovation will provide a unique experience of interaction with products and help better understand customer needs. The platform will become a place where users can share opinions and receive recommendations, which will significantly improve the decision-making process when making purchases.

We strive to improve online shopping using augmented reality (AR) technologies, providing customers with more complete information about products. In the future, using virtual reality (VR), users will be able to interact with each other, creating a unique shared shopping experience for the whole family.

How technology helps to rejuvenate the audience

When preparing for a project, a key aspect is identifying areas for research. This includes market analysis, studying existing solutions, and assessing their effects and results. Understanding these factors helps to form a strategy based on real data and the needs of the target audience.

In the first stage of our work, we carefully analyzed existing technologies and their results. This allows us to evaluate the tasks completed and identify areas for further implementation. We have also conducted preliminary cost estimates, but it is not possible to determine an exact amount at this time.

Currently, there is no one-size-fits-all solution that would suit all projects. Each new project requires an individual approach and creative solutions. It is important to consider the unique characteristics and goals of each project to ensure its successful completion. Innovation and creativity are key factors in achieving optimal results.

During our research, we not only examine technologies but also carefully analyze user behavior. In the final stage, we plan to organize focus groups in which potential buyers will be able to test our new solutions on their smartphones. This will allow us to obtain valuable feedback and make any necessary improvements, which will ultimately improve the quality of our product and customer satisfaction.

The Virtual GUM is primarily aimed at girls and women, but one of the main goals of the project is to attract a younger audience. This will not only expand the customer base but also create new trends in consumer preferences. A lower average age of customers will help make the brand more relevant and appealing to a new generation.

Virtual and augmented reality (VR and AR) technologies have the potential to significantly increase the interest of young audiences and transform the shopping experience into an engaging and interactive adventure. Using VR and AR in commerce creates a unique user experience, which contributes to increased engagement and brand loyalty. These innovative technologies can make shopping more engaging by allowing customers to interact with products in a new format. Integrating VR and AR into marketing strategies is becoming an important step in attracting and retaining young consumers.

The study yielded several unexpected findings. In particular, it was discovered that augmented reality (AR) technologies for supporting retail have not yet reached the necessary level of maturity and readiness for mass adoption. This finding highlights the need for further development and testing in this area to ensure the effective use of AR in the retail environment.

One of the main obstacles to effective virtual try-on is the lack of technology for quickly and efficiently creating a digital copy of a person. Even with the use of advanced devices like the iPhone, the quality of 3D models remains low. While this may satisfy the needs of the entertainment industry, it is completely unacceptable for full integration into retail. Improving the quality of digital models is critical to making virtual try-ons more convenient and accurate, which in turn can significantly enhance the online shopping experience.

In most projects, the process of creating virtual clothing is carried out semi-manually. Currently, there is a lack of technology capable of automatically adapting clothing to individual body parameters, making it difficult to achieve realistic movement and fabric texture. This creates certain challenges for designers striving for high quality and accuracy in virtual fashion.

What can be purchased and what will have to be created independently

Software and hardware for the virtual GUM can be either domestic or foreign. The choice depends on many factors, including technological requirements, cost, and availability. It is important to consider that domestic solutions can offer optimization for local conditions and support, while foreign developments can provide a wider range of technologies and innovations. Ultimately, the decision on the selection of software and hardware should be based on the specific needs and goals of the project.

We offer two key approaches to software development. The first approach is to create our own software, which provides complete control over the functionality and adaptability of the solution. The second approach involves the use of existing foreign technologies, which may require purchasing licenses from foreign developers. However, this option is not always available and may limit our ability to adapt to specific business needs.

Our strategy is determined by the technologies we decide to implement. For example, if a tool that automatically and accurately displays clothing on a figure appears on the market, we will integrate it into our platform. Otherwise, we will develop such solutions ourselves. Our virtual ice rink, built from scratch using the Unreal Engine, illustrates our ability to innovate and adapt to modern requirements. This approach allows us to offer users unique and high-tech solutions, strengthening our market position.

We emphasize the versatility of our solutions. This ensures their compatibility not only with VR headsets but also with computers and smartphones, significantly expanding their accessibility for users. Our goal is to provide convenience and high-quality interaction with various devices, which makes our products attractive to a wide audience.

How VR and AR technologies are transforming our lives: digital clothing and virtual views from windows

There are several key obstacles to the widespread adoption of virtual reality (VR) and augmented reality (AR) technologies both in Russia and abroad. Firstly, the high cost of hardware and software development. Many users and companies are not ready to invest significantly in technologies that are still in the active development stage.

Secondly, the lack of standards and compatibility between different platforms complicates the integration of VR and AR solutions into existing business processes. This also creates additional barriers for developers who seek to create universal applications.

The third important factor is the lack of public understanding and awareness of the benefits of these technologies. Many potential users do not know how VR and AR can be applied to their lives or business, which slows down the adaptation process.

Finally, security and data protection issues also play a significant role. As the use of virtual and augmented reality technologies increases, so does the risk of personal information leakage. This raises concerns among users and companies, potentially slowing the adoption of these technologies.

Therefore, the successful adoption of VR and AR requires a concerted effort by developers, businesses, and government agencies to remove existing barriers and raise awareness of the potential of these technologies.

Globally, the virtual reality (VR) market is showing rapid growth. For example, Facebook is making significant investments in VR technology, which is already generating significant revenue. This underscores the growing popularity of VR among users and fuels interest in the new opportunities this technology offers. Virtual reality is becoming not only entertainment but also an important tool for business, education, and social interaction.

In Russia, the situation on the VR technology market differs from global trends. The local market remains closed and often illegal, creating barriers to entry for large international companies. High import duties significantly increase the cost of VR devices, making them inaccessible to most Russians. This circumstance limits the development of the VR industry in the country and reduces consumer interest.

Not everyone has access to VR headsets or popular gaming consoles such as PlayStation and Xbox. However, VR rooms are beginning to open in Russia, where anyone can experience these technologies. As content quality improves and device prices fall, interest in virtual reality will only increase. This creates new opportunities for users and contributes to the popularization of VR technology in the country.

As children begin using VR devices, their parents show interest in the possibilities of virtual reality and its integration into everyday life. As the number of users grows, large companies such as Facebook are beginning to actively invest in the development of virtual reality technology. This opens new horizons for education, entertainment, and social interactions, making VR an important part of the modern digital world. Introducing VR to children's lives not only expands their perception of reality but also contributes to the development of skills needed for the future.

Facebook's Horizon social platform is a shining example of how virtual reality (VR) is transforming social interactions. The delay in the launch of this platform underscores its significance and ambitious goals. Horizon offers users the opportunity to create and explore virtual worlds, which has the potential to significantly expand the audience interested in VR technology. This platform opens up new horizons for communication and interaction in the digital space, promoting deeper immersion and interaction of users.

Some experts believe that without the implementation of 5G, virtual reality (VR) technologies will not be able to become widespread. However, there are already devices, such as Facebook's headsets, that can operate without a Wi-Fi connection. This proves that the development of VR technologies is possible without 5G. It is important to note that the improved connection quality and data transfer speeds offered by 5G can significantly enhance the user experience in the field of virtual reality, but are not the only factor for its growth and popularization.

One of the key challenges of the modern world is the development of compact and powerful devices. To successfully solve this problem, it is necessary to move computing processes to cloud systems. This, in turn, requires the implementation of more advanced communication technologies, such as 5G and 6G. The use of these high-speed networks will significantly improve the performance and efficiency of devices, ensuring fast data transfer and minimal latency.

In the future, in 5-10 years, everyday life will change thanks to the development of virtual reality (VR). Innovative devices, such as Facebook's glasses, are expected to appear on the market, allowing users to communicate with people from different parts of the world without leaving their city. These devices will be able to integrate elements of augmented reality, allowing users to interact with virtual objects and the surrounding world. Virtual meetings will become a common part of life, and remote work and study will gain a new dimension. Thus, VR technologies will not only change the way we communicate but will also impact all areas of our lives, making them more accessible and engaging.

These glasses can not only augment reality but also fully immerse users in the virtual world. With their help, users will be able to work effectively, shop, and enjoy picturesque virtual landscapes from their windows, without having to invest in expensive real estate. This opens up new opportunities for users, allowing them to experience unique things and interact with the world around them in new ways.

Digital clothing will soon become commonplace. Instead of traditionally purchasing physical clothing, users will be able to buy virtual items that will be noticed by others. This is a new trend in the fashion world, opening up opportunities for self-expression and individuality. Virtual wardrobe items not only save resources but also allow for the creation of unique looks in the digital space. With the development of technology and virtual reality, digital fashion will attract more and more attention and become an integral part of everyday life.