Target rolls out virtual reality-like shopping experience

Target has taken a cue from Hollywood and rolled out a new way to market its home category. The retailer has created a shoppable 360-degree virtual reality-like experience on its website. Consumers who want to shop Target’s furniture and home décor items, including from its private label brand Threshold, will be able to get a better sense of what works best in their living spaces.

The CGI-powered shopping experience allows customers to picture how a sofa and various items will look in a real room. Target is offering more than the convenience of online shopping with this marketing tool. The added value is that it has potential to encourage those shoppers who might normally feel more comfortable buying furniture in physical stores to complete a transaction online.

Shoppers can head to the website, choose one of the curated living room looks — modern, farmhouse, mid-century or traditional — and browse through 140 featured products, from rugs and sofas to wall hangings and decorative throws. All are showcased in a virtual living room designed to help guests visualize the size and scale of each item. They can even get tips on styling before adding items to their shopping carts and completing their purchases.

“We’re constantly searching for new ways to inspire our guests and make shopping at Target an easy and inspiring experience,” said Mike McNamara, chief digital officer, Target. “And we’re just beginning to tap the power of CGI with this virtual reality living room — there’s a ton of potential to create even richer, engaging digital experiences for our guests.”


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