SpotlightJuly2016

By James Barrie V irtual Reality has transformed many industries as companies go all in on the customer immersive experience, with the number of companies highlighting virtual reality as part of their business plans increasing 375 percent compared to last year.

for the snowmobile experience when there’s no snow on the ground.

Other kinds of businesses are putting their hopes in virtual reality as well with Cadillac planning to convert a number of dealerships to virtual showrooms, in an effort to cut costs. But VR is not limited to the driving or riding experience as online ticket seller StubHub has added a VR component to its app, allowing customers to check out the views from a particular seat before they make their purchase. The New York Times is offering VR content through a dedicated app that allows users to experience what it’s like to climb the outside of a sky- scraper or swim through a shipwreck. VR is being used by the military and police departments for tactical training. When Apple hired a top VR expert in January, it signalled the entrance of another major player into an already crowded market. Samsung, Google, Facebook and Microsoft all have their own versions of VR headsets. The technology continues to evolve and with Apple coming into the market you know the focus will be on combining a VR device with a Smartphone so just about anyone could eventually have access to the technology at a much lower cost. However, before that happens VR still have some items to work through, such as the awkwardness of wearing a large headset strapped to your face in public. But just as computers went from filling large rooms to fitting in our palms, VR interfaces will also get smaller and less obtrusive over time, becoming embedded in glasses or other subtle wearable devices and when that happens, here will already be plenty of content for consumers to choose from.

In the Automotive, Powersport and Motorsports industries Virtual Reality has taken the test drive to a whole new level. The customer’s driving experience

has been limited to the rules of the road. Yes you can take it out on or off a track, but that takes time and with the want it now generation that is at a premium. However, with today VR technology the customer can get that experi- ence right in the showroom, whether it is taking that new 2017 Chevro- let Corvette Zora ZR1 on Highway 1 which chases the ragged central California coastline through Big Sur or on the track at Nurburgring Nord- schleife arguably the most notorious racetrack in theworld. This 12.93-mile loop of tarmac which also happens to be a toll road that anyone with 24 euros and a need for speed can drive on non-race days can give a go at. So put on the head gear, and take on the 12.93-mile loop known for its treacherous features, including the Caracciola Karussell (the Carousel) and Flugplatz (also known as “the Airport,” for its tendency to launch vehicles airborne). The great part is that you will not have to keep your inner Michael Schumacher in check on this series of 154 turns which has a nasty reputation for humbling even the most seasoned drivers, why? Because you are in the safety of the showroom but trust us, you will not know the difference until it counts. Virtual reality gives you that experi- ence when you are in the showroom that most can’t experience and lets the customer connect to the product at a different level.

Snowmobile and ATV manufacturer, Arctic Cat is one of a spate of com-

panies implementing virtual reality tools, hoping the rapidly developing technology will help boost sales. For Arctic Cat and its dealers there are obvious advantages, as it gets people into showrooms and fuels their passion

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JULY 2016 • SPOTLIGHT ON BUSINESS

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