Creating Retail Experiential Marketing Campaigns With VR

October 10, 2023
-min read

Retail is one of the most fierce and competitive industries out there. And with the rise of emerging technologies, there are even more opportunities to stand out or get left behind. 

Virtual reality is one such technology that, when harnessed properly, can be used to build memorable and unique customer experiences. Combine it with your experiential marketing campaigns, and you’ll be taking the attention away from other companies and putting it directly on your business.

Keep reading to learn what the benefits and challenges are of using VR in experiential marketing and how you can integrate it into your retail operations.

VR and Experiential Marketing in Retail: Who’s Already Doing It? 

Experiential marketing is all about creating moments that etch brands into consumer memories. 

Well-known German automotive manufacturer Audi introduced an immersive VR experience in some of their showrooms. Customers can strap on VR goggles and embark on an interactive journey, exploring various car models and customizations, transforming a traditional showroom visit into a memorable, immersive experience.

Similarly, Tommy Hilfiger captivated shoppers by offering a VR runway show in select stores. Customers could wear VR headsets to witness a 360-degree view of fashion shows, blending the glamour of high-fashion events with in-store shopping. 

Audi and Tommy Hilfiger are just two of many companies highlighting how experiential marketing—when infused with technology—can uplift the retail space.

Integrating VR into Experiential Marketing Campaigns

Creating shopping experiences in VR is smart business. For brands, it's about turning ordinary buying into an unforgettable journey, making shopping sprees memories, not just transactions. 

Imagine checking out a tent or a dress in a virtual world. It’s an experience that’s even more engaging than shopping in real life. And it’s perfect for companies, too. While we explore, they learn – about our likes, dislikes, and what makes us hit 'buy now.'

Benefits and Challenges of Using VR in Experiential Marketing


  • Immersive Customer Experiences: VR transports customers into crafted virtual environments, making shopping interactive and memorable

  • Enhanced Engagement: Through VR, brands can captivate customers, providing enriched and personalized interactions

  • Effective Storytelling: VR enables brands to convey their story or product usage in a highly engaging and interactive way
  • Innovative Brand Image: Utilizing VR portrays a brand as forward-thinking and technologically advanced, appealing to modern consumers


  • High Initial Costs: Investment in VR technology, including hardware and content creation, can be costly
  • Technological Hurdles: Some customers may find using VR technology intimidating or challenging due to unfamiliarity
  • Accessibility: Ensuring VR experiences are equally accessible and enjoyable for all, including people with disabilities, can be a complex challenge
  • Physical Limitations: Creating a VR environment free from motion sickness or discomfort remains an ongoing challenge

In Summary

In the competitive retail world, VR adds a fresh spin. Brands like Audi and Tommy Hilfiger show the potential of combining VR with experiential marketing. While there are hurdles, the unique, immersive experiences created are a game-changer, making shopping more engaging and memorable for consumers.