{"id":710405,"date":"2023-12-08T10:02:13","date_gmt":"2023-12-08T15:02:13","guid":{"rendered":"https:\/\/www.capgemini.com\/us-en\/?p=710405&#038;preview=true&#038;preview_id=710405"},"modified":"2025-03-06T05:49:09","modified_gmt":"2025-03-06T10:49:09","slug":"make-virtual-experiences-tangible-with-immersive-technology","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/make-virtual-experiences-tangible-with-immersive-technology\/","title":{"rendered":"Make virtual experiences tangible with immersive technology"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Make virtual experiences tangible with immersive technology<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/05\/Darshan-Shankavaram-2.jpg?w=360?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Darshan Shankavaram<\/h5><h5 class=\"blog-date\">20 Jun 2022<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro is-style-surface-theme\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/make-virtual-experiences-tangible-with-immersive-technology\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/make-virtual-experiences-tangible-with-immersive-technology\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">An immersive experience doesn\u2019t have to be all about the metaverse, for which the many potential use cases are only just emerging. Rather, an immersive experience today is the precursor of the metaverse.<\/h2><p class=\"intro-para-content\">From immersive e-gaming to digital collectables, we\u2019re seeing more and more interaction between the virtual and physical worlds. The potential for disruption across multiple sectors is huge, especially as young people who were born digital increase their buying power and see the metaverse as simply \u201cnormal.\u201d<br><br>But slow down! Let\u2019s not run before we can walk. An <a href=\"https:\/\/www.capgemini.com\/services\/customer-first\/customer-experience\/immersive-experiences\/\">immersive experience<\/a> doesn\u2019t have to be all about the metaverse, for which the many potential use cases are only just emerging. Rather, an immersive experience today is the precursor of the metaverse. It is where established customer experience models are being upended with the aid of flat, natural, and extended-reality interfaces and sensor technologies \u2013 think virtual and augmented reality (VR and AR).<br><\/p><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-a-differentiating-experience\">A differentiating experience<\/h2>\n\n\n\n<p>In <a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/the-future-of-experiences-is-immersive\/\">our new paper<\/a> The Future of Experiences is Immersive<em>,<\/em> we look at the business case for creating an immersive experience in a number of sectors. This is largely built on differentiation in a crowded market where current customer experience initiatives have become stale. Beyond this differentiation, other benefits include lower service costs and the reduction of costly returns due to customers being able to immerse themselves in a product (see below) before they buy. Further, as we note in our paper, research by Apple has found customers are 11 times more likely to buy furniture if they can see it in a home environment via AR.<\/p>\n\n\n\n<p>The following points&nbsp;offer a flavor of the immersive use cases described in our paper. They embrace both <em>extended reality<\/em> and <em>escapes<\/em>, the two \u201csuperpowers\u201d of immersive experiences.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><em>Try before you buy (extended reality):<\/em><\/strong> Capgemini worked with a specialist denim retailer to create an experience that allowed people to choose a body type from a wide range of models who had been photographed from multiple angles. With their body type avatar, the customer could virtually try on every item in the store and see how it looked before they made their purchase.<\/li>\n\n\n\n<li><strong><em>Take a seat (extended reality):<\/em><\/strong> You want to buy a new chair, but will it fit your home space and d\u00e9cor? IKEA was at the forefront of retail technology when it launched its IKEA Place app so that customers could place digital furniture anywhere. They\u2019ve gone even further since, offering customers a broader \u201cplanner\u201d capability through which they can visualize entire rooms.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Make an exhibition of yourself<\/strong>&nbsp;<strong><em>(escapes):<\/em><\/strong> The San Francisco Museum of Modern Art worked with frog, part of the Capgemini Group, to create an immersive experience for its exhibition of surrealist artist Ren\u00e9 Magritte\u2019s work. This enabled visitor interaction as well as a deeper understanding of both Magritte\u2019s work and his process. The solution challenged the perception of reality, for example with a visitor\u2019s own image appearing in a Magritte painting as they walked past.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><em>Distraction therapy (escapes):<\/em><\/strong> frog partnered with a burn ward in San Francisco to develop a new VR-enabled therapy for severe burn victims, for whom the process of daily bandage changing is a necessary yet extremely painful ordeal. It provided a clear use case for the distracting power of VR.<\/li>\n\n\n\n<li><strong><em>The perfect coffee blend (escapes):<\/em><\/strong> Beyond customer engagement, an escape experience can be hugely effective in training and equipping employees for future work situations. For example, Capgemini built a training environment for a leading coffee chain utilizing AR. It not only replicated coffee machines and the store layouts but also created hundreds of scenarios \u2013 even down to difficult (or, let\u2019s say, caffeine-starved) customers, enabling new baristas to learn their trade without the added pressure of live customers.<\/li>\n<\/ul>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/insights\/research-library\/the-future-of-experiences-is-immersive\/\">Our paper<\/a> offers several more use cases for the power of an immersive experience in the workplace. It argues that immersive plays an important role in the employee experience across the full product lifecycle: engineering, design and prototyping, simulation, assembly and quality control operations, maintenance remote expertise, after-sales, and customer services.<\/p>\n\n\n\n<p>Whether for employees or customers, more brands are leveraging technology to create natural and intuitive experiences at various touchpoints. The result is engagement that is not only personalized but also goes above and beyond in terms of convenience and sensory appeal.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-profile-card undefined profile-card section profile-card-slider\"><div class=\"container profileCardContainer\"><div class=\"profile-box\"><div class=\"row\"><div class=\"col-md-6 col-lg-3\"><div class=\"box\"><div class=\"box-author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/06\/Darshan.jpg?w=500&amp;quality=90\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/06\/Darshan.jpg?w=500&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/06\/Darshan.jpg?w=1000&amp;quality=90 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><\/div><div class=\"col-md-6 col-lg-9 right-side-box\"><div class=\"row right-box\"><div class=\"col-lg-4 profile\"><h4>Darshan Shankhavaram<\/h4><h5 class=\"box-position\">EVP, Digital Customer Experience (DCX) Global Practice Leader at Capgemini<\/h5><ul class=\"social-nav\" id=\"social-nav-icons\"><li><a class=\"PointerEvent\" aria-label=\"Email-link\" data-bs-toggle=\"modal\" data-bs-target=\"#WPB0df642fe_a62c_49f5_8850_25c615aa04fe\" rel=\"noopener noreferrer\"><i class=\"ico-form\"><\/i><\/a><\/li><\/ul><\/div><\/div><\/div><\/div><\/div><div class=\"modal cta-frontend-modal-wrapper\" id=\"WPB0df642fe_a62c_49f5_8850_25c615aa04fe\"><div class=\"modal-dialog modal-lg modal-dialog-centered modal-dialog-scrollable cta-frontend-modal landing-page-modals\"><div class=\"modal-content\"><div class=\"modal-header\"><button type=\"button\" class=\"btn-close\" data-bs-dismiss=\"modal\" aria-label=\"close\"> <\/button><\/div><div class=\"modal-body\"><div class=\"logo-wrapper\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/logo.svg\" alt=\"logo\" loading=\"lazy\"\/><\/div><h4 class=\"form-title\">Connect with us<\/h4>\t\t<div class=\"mf_forms__container \">\n\t\t\t\t\t\t\t\t<form id=\"mf_form_344241_4029674596\" class=\"mf_form__form row needs-validation\" action=\"\" method=\"post\" enctype=\"multipart\/form-data\" data-nosnippet>\n\n\t\t\t\t\t\t\t\t<input type=\"hidden\" name=\"form_id\" data-validate=\"number\" class=\"mf_form__id\" value=\"344241\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"form_title\" class=\"mf_form__title\" value=\"\" \/>\n\t\t\t\t<input type=\"hidden\" name=\"wp_rest_nonce\" class=\"mf_form__wp_rest_nonce\" value=\"fd47ba1587\" \/>\n\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_conditional_logic\" class=\"mf_form__title conditional_logic\" value=\"\" \/>\n\t\t\t\t\n\t\t\t\t<input type=\"hidden\" name=\"mf_form_fields_country_dpo_field\" class=\"mf_form__title conditional_logic mf_form_fields_country_dpo_field\" value=\"\" \/>\n\n\t\t\t\t<!-- Anti-spam field -->\n\t\t\t\t<input type=\"text\" \n\t\t\t\t\tname=\"website_url\" \n\t\t\t\t\tclass=\"mf_field__url\" \n\t\t\t\t\tautocomplete=\"off\"\n\t\t\t\t\ttabindex=\"-1\"\n\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\tstyle=\"position:absolute;left:-9999px;width:1px;height:1px;opacity:0;pointer-events:none;\" \n\t\t\t\t\/>\n\t\t\t<\/form>\n\n\t\t\t<div class=\"mf_form__success\" tabindex=\"0\" role=\"alert\">\n\t\t\t\t\t\t\t\t<p>Thank You! 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Rather, an immersive experience today is the precursor of the metaverse.<\/p>\n","protected":false},"author":34,"featured_media":710408,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"f845a991-5279-45fc-a90e-bed9f3a29c58\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[45],"industry":[],"partners":[],"blog-topic":[152],"content-group":[],"class_list":["post-710405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","service-customer-experience","blog-topic-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Make virtual experiences tangible with immersive technology - Capgemini USA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/make-virtual-experiences-tangible-with-immersive-technology\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Make virtual experiences tangible with immersive technology\" \/>\n<meta property=\"og:description\" content=\"An immersive experience doesn\u2019t have to be all about the metaverse, for which the many potential use cases are only just emerging. 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