Design4real VR AR Agency

Mixed reality at trade fairs and points of sale
Game changer in marketing

vr in pharma

The development of Extended Reality (XR) technologies has drastically changed the way companies interact with potential customers, especially at trade fairs. While virtual reality (VR) has played a central role, mixed reality (MR) is becoming a game changer. Mixed reality (MR) integrates digital content with the real world, allowing users to see their surroundings while interacting with augmented virtual elements. This balance improves both the Commitment the user as well as the Security and offers a more interactive and accessible way to experience technology in public environments.

You don't need expensive VR glasses like the Apple Vision Pro to present with mixed reality at trade fairs. The Meta Quest Pro for €550 is a very good MIxed

Advantages in customer communication

Interactive demonstrations

MR enables more dynamic and interactive product demonstrations. For example, a car manufacturer could use MR to show its customers the inner workings of a vehicle engine in real time, overlaying the actual vehicle. In this way, the information is more tangible and easier to understand than with conventional or purely virtual presentations.

Improved commitment

By overlaying the real world with additional information, MR can capture attention more effectively than conventional methods. It transforms passive viewing into an interactive experience and promotes the Commitment of potential customers. At a trade fair, this means longer and more meaningful interactions at each stand.

Security advantages

Awareness of the environment

One of the most important advantages of MR over VR in public spaces such as trade fairs is the increased Security through the perception of one's own surroundings. VR users are often cut off from the outside world, which can lead to accidents or mishaps. MR users can move safely in crowded spaces while interacting with the application, reducing the risk of collisions or falls.

Emergency situations

In emergencies, MR users can react faster than those immersed in a VR environment. The simultaneous perception of the real and virtual planes enables a faster and safer response to real-world problems, from simple navigation requirements to urgent evacuations.

Reducing social awkwardness

Using VR in public can often lead to feelings of vulnerability or self-consciousness as users are visually isolated from their surroundings. MR reduces this problem by allowing users to maintain eye contact and attention, facilitating natural conversations and interactions. This not only reduces social awkwardness, but also integrates the use of immersive technology into normal social etiquette.

Collaborative experiences

MR supports collaborative experiences more fluidly than VR. At trade shows, it can allow groups of people to view and interact with the same augmented content simultaneously, fostering a shared understanding and discussion that enhances the social experience.

Improved communication in sales interactions

Facilitating normal conversations: One of the unique benefits of mixed reality in the trade show environment is the ability to maintain normal verbal and non-verbal communication during demonstrations. Unlike virtual reality, where the user is often isolated from their environment, sales representatives in MR can give a presentation or explain features while the potential customer interacts with the MR content. This simultaneous interaction is crucial for effective communication as it engages the customer with both the product and the presenter.
Integration of real and virtual feedback: With MR, the sales employee can see and react to the customer's comments and reactions in real time. For example, if a customer shows interest in a particular feature shown in the MR environment, the salesperson can recognize this interest and provide additional information or focus the demonstration on features that are more appealing to the customer. This immediate feedback loop is less possible in a full VR environment, as the salesperson cannot see where the customer is looking or which part of the virtual product they are interacting with.
Customizable content delivery: MR technology also allows for dynamic customization of content based on the conversation. If the customer mentions a specific need or preference during the conversation, MR content can be adjusted in real-time to focus more on those aspects. This tailored approach is not only impressive from a technological perspective, but also significantly improves the personalization of the sales conversation, making it more relevant and engaging for the customer.
Maintaining eye contact and body language: The ability to maintain eye contact and observe body language during an MR experience adds a level of personal connection that is often missing from VR experiences. These elements are crucial for building trust and rapport, which are fundamental in sales and customer relations. By combining the immersive experience of MR with the personal touch of face-to-face communication, trade shows can become more effective and memorable.

clarence dadson

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Are you interested in developing a virtual reality or 360° application? You may still have questions about budget and implementation. Feel free to contact me.

I am looking forward to you

Clarence Dadson CEO Design4real