Research on the Design and Application of Virtual Reality Furniture Display Based on Experiential Marketing - Focusing on Children's Room Furniture
Published Online: Feb 27, 2025
Received: Sep 28, 2024
Accepted: Jan 13, 2025
DOI: https://doi.org/10.2478/amns-2025-0149
Keywords
© 2025 Dan Zhou et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
With the advancement of new technologies and the increase in personalized consumption demands, consumers have put forward higher requirements for product displays. From the current perspective of furniture display design forms, traditional furniture stores have difficulty meeting the needs of scenario-based, personalized, and digitalized displays. VR virtual reality technology, a computer simulation system that creates and experiences virtual worlds, has begun to be applied in the field of display design. Therefore, the application of VR in furniture design and store displays will inevitably become a trend. Currently, VR technology is widely applied in various industries. Virtual reality technology can provide furniture designers and consumers with a realistic immersive experience and personalized style customization, offering the advantage of infinitely expanding store space and reducing sales display costs. The application of VR is highly significant for enhancing the appeal of furniture products, increasing the competitiveness of furniture stores, unleashing the consumption potential of the furniture industry, and promoting the upgrading of the home furnishing industry. Children are one of the most important members of a family, and children's furniture is a key focus of family decoration consumption. Children's consumption opinions have become an important factor influencing children's furniture consumption. Due to the limitations of children's language expression abilities, traditional furniture display methods cannot meet consumers' shopping needs. The use of VR technology in furniture displays can provide virtual styles and combinations for children's room furniture, allowing furniture buyers and users to experience the overall effect of furniture through intuitive virtual visuals. This not only brings more convenience to furniture shopping but also promotes the upgrading of display methods in the furniture industry.
By adopting the research method of empirical summarization and combining the application of VR virtual reality in related industries, this study explores the application of new technologies in the furniture industry from multiple dimensions, including display design, stores, and consumers. Through on-site investigations of display forms in furniture stores, deficiencies in the furniture industry's displays are identified. Based on the current problems in the home furnishing industry's displays, the objective needs for new technology displays using VR are discussed, thereby summarizing the feasibility, development prospects, and trends of virtual display methods in the furniture industry. Although there are currently few applications of VR technology displays in the furniture industry, the application of new technologies to product displays in the furniture industry is an inevitable development trend, which has positive significance for improving the display level of furniture stores. VR technology represents a new model for furniture display design and reflects merchants' efforts to enhance consumer sales services. Customer participation in this process brings a pleasant experience, and this shopping enjoyment has a significant impact on increasing purchase intentions.
The concept of experiential marketing can be traced back to the late 1990s, when enterprises gradually realized that the traditional marketing model, which focused on promoting product functional features and advantages, could no longer adapt to the changes in consumer demands. In this context, scholar Schmitt proposed an experiential marketing model centered on consumer experiences. Experiential marketing is a marketing approach that emphasizes consumer emotional and sensory experiences, aiming to enhance consumer brand awareness and loyalty by creating interactive and immersive brand experiences. Schmitt divided experiential marketing into five dimensions: sensory, emotional, cognitive, behavioral, and relational, [1] as shown in <Table 1>. Compared with traditional product- oriented marketing, experiential marketing places more emphasis on the emotional value, customized services, and emotional connections with brands that consumers obtain during the purchasing process.
Five Dimensions of Experiential Marketing
| Dimension | Definition |
|---|---|
| Sensory Experience | Stimulating comprehensive sensory cognition through vision, hearing, touch, taste, and smell |
| Emotional Experience | Touching customers' hearts and evoking their emotional resonance |
| Cognitive Experience | Guiding them to participate in problem-solving and enjoy the cognitive pleasure brought by innovative thinking |
| Behavioral Experience | Interacting with customers and guiding them to practice |
| Relational Experience | Closely connecting with customers' personal identities and social belongings, building deep emotional bonds |
Grundey, D. (2008) believed that consumers gradually tend to pursue immersive and embodied experiences rather than merely being satisfied with purchasing material goods. They express self-identity and construct themselves through experiences. This transformation has become a core element of modern consumer life, promoting the shift in consumption patterns from traditional utilitarianism to hedonism, which places more emphasis on enjoyment and experiences.[2] Same, S., & Larimo, J. (2012) argued that experiences have a complex and multi-faceted construct and can be viewed as a unique economic product. Experiential marketing focuses on attracting customers and creating emotions and feelings through two-way communication. They proposed a conceptual model to gain insights into the essence of experiential marketing, paving the way for further analysis and research.[3] As shown in <Figure 1>.
Conceptual model of experience marketing
(Source: Same, S., & Larimo, J., 2012)
In the research of Schmitt, B., & Zarantonello, L. (2013), experiences are defined as ongoing perceptions, feelings, and direct observations, as well as the practice of accumulated knowledge from past experiences. They further divided experiential marketing into five domains: consumer experiences, product and service experiences, offline and online experiences, consumption experiences, and brand experiences.[4] Larocca, M. T. G. (2020) and other scholars pointed out in their research that experiential marketing is an emerging, cutting-edge, and highly relevant topic in the field of marketing today. It is not limited to creating pleasant experiences at the moment of purchase but extends throughout the consumption process and post-consumption stages, aiming to create profound emotional experiences, sensory enjoyment, and thought-provoking insights. Its core purpose is to evoke customers' emotional resonance, deepen their feelings, and inspire their thinking by enhancing the emotional bonds and interactions between customers and goods or services.[5]
As a marketing strategy that emphasizes customer emotions and interactions, experiential marketing's influence has crossed multiple industries. In the furniture industry, traditional display methods such as physical store displays, browsing product catalogs, and advertising are gradually becoming less capable of meeting modern consumers' high demands for personalized and immersive experiences. With the increasing diversification of consumer needs and the rapid development of technology, the limitations of these traditional display forms have become more prominent, such as spatial constraints and the monotony of display effects, making it difficult for consumers to obtain comprehensive and in-depth immersive experiences. Therefore, how to bring richer and more personalized experiences to the furniture industry through innovative display forms has become an important issue that needs to be addressed urgently. In this context, the furniture industry has begun to actively seek new display approaches to better meet the diverse needs of consumers.
Product sales in the furniture industry place great emphasis on product display, mostly adopting a scenario-based display space layout to construct virtual usage scenarios and promote products to consumers. Through on-site investigations of furniture stores, it has been discovered that the current sales methods in furniture stores still primarily rely on traditional forms. The sales and display forms of furniture in these stores are monotonous, mainly due to two reasons. Firstly, furniture stores are constrained by the venue, making it impossible to display all furniture exhibits. Secondly, the high cost of store space rental prevents merchants from affording large-scale venue rentals.
Therefore, the display forms in furniture industry stores still predominantly focus on traditional physical displays, with most of the displayed furniture arranged according to seasonal, thematic, categorical, comprehensive, holiday, and close-up display methods. Taking the display design of IKEA furniture stores in Brazil as an example, the design is centered around the concept of creating a large-scale store. <Figure 2> shows the exterior effect of a large-scale home furnishing store. The client not only wanted to display a rich array of FJ series products but also desired the space to enhance brand awareness. The style characteristics of the store are derived from the FJ series furniture products. Due to business expansion, the Fernando Jaeger furniture brand opened a new store in São Paulo, Brazil, with the new store once again designed by a renowned Brazilian studio. Despite the fact that the showroom in the IKEA home furnishing store in São Paulo, Brazil, has an area of over 400 square meters and includes a total of three floors of display space, the actual display occupies a large area due to the limitations of traditional display spaces. Although the designers made numerous attempts in the spatial layout to address this issue, they still could not meet the arrangement requirements for multiple series of furniture exhibits.
Exterior view of the IKEA furniture store in São Paulo, Brazil
<Figure 3> shows the exhibition effect on the first floor of the furniture store in São Paulo, Brazil. From the overall effect of the entire furniture store, it can be seen that traditional furniture placement forms are predominant. As it is the first floor, the overall arrangement of furniture is not too crowded in order to present a comfortable and warm feeling to customers entering the store. Let's take a look at the overall arrangement form in <Figure 4>, which is the second floor of the store. It can be observed from the figure that the furniture display becomes crowded on the second floor. From the entire furniture store, it can be observed that there is indeed not enough space and positions to display all the furniture exhibits. Firstly, through design, the furniture products are directly displayed on pine shelves specially designed for this project.
Interior view of the first floor of the IKEA furniture store in São Paulo, Brazil
Interior view of the second floor of the IKEA furniture store in São Paulo, Brazil
At the same time, the designers also constructed a rack at the back of the furniture store, thereby increasing the depth of the store and expanding the field of vision. Furniture exhibitions can only be carried out through sequential arrangement, which is the traditional display method that has been commonly present in furniture stores for a long time. It can be seen that traditional exhibition methods can no longer meet the demands of all furniture exhibits. By utilizing virtual technology, these fixed factors can be overcome. The combination of traditional and new technologies will greatly benefit furniture stores.
Under the influence of new marketing methods and technological developments, the modes of commercial display are constantly changing, with new technologies becoming an important driving force for promoting product sales. Virtual reality, abbreviated as VR, first appeared in science fiction novels. By the late 1980s, the term "virtual reality" was popularized by Jaron Lanier, one of the modern pioneers in the field. He believed that virtual display refers to the use of computer-based technological equipment to simulate familiar or desired living environments, where visitors can manipulate any object in the system according to their preferences and generate a wonderful immersive experience.[6] VR technology has created a brand-new avenue for enterprises, enabling them to create fully immersive and multi-sensory customer experiences. Kang, H. J. et al. (2020) pointed out that some brands in the retail industry are actively exploring the use of VR as an innovative promotional channel. They leverage three key interface features of VR immersive experiences: interactivity, visual-spatial cues, and graphic quality, aiming to enhance the enjoyment and information richness of shopping, thereby further consolidating and deepening brand relationships.[7]
The multi-sensory participation emphasized by experiential marketing during the consumer shopping process not only allows consumers to experience the functionality of products but also resonates with brands on sensory, emotional, and cognitive levels. With the development of VR and Augmented Reality (AR) technologies, brands can provide consumers with virtual experience spaces, enhancing consumer engagement and purchase intention. Brand promotion activities utilizing VR technology create a vivid simulated world for consumers, transcending the boundaries of physical reality. Through these VR experiences filled with brand characteristics, customers can deeply immerse themselves and interact with the virtual environment in a comprehensive manner.[8] Modern experiential marketing, through the application of digital technologies, has created richer interactive experiences and changed consumers' shopping methods and decision-making processes. In the furniture industry, the application of experiential marketing has become a key means to enhance brand value, increase consumer engagement, and foster brand loyalty.
The application of VR is becoming increasingly widespread in various industries, such as entertainment, healthcare, gaming, design, and more. Its introduction into the furniture display design industry is also inevitable and holds great potential. In current home experience stores, VR-based furniture experience methods have already been implemented to attract consumers' shopping needs, allowing them to derive enjoyment and satisfaction from the shopping process. By introducing brand- new experience modes and unique content, consumers' acceptance and curiosity towards product content and display media are maximally enriched and revolutionized. The commercial display space of furniture stores serves as an important means and medium for experiential marketing.
<Figure 5> and <Figure 6> showcase the new trend of current VR furniture stores. After wearing VR glasses, consumers feel as if they are immersed in the scene. They can freely drag and change various styles of furniture according to their needs, as if simply picking up an object and placing it somewhere. They can directly bring it to the desired position, and the size can be easily controlled manually. The entire home is filled with furniture selected by the consumers themselves, ultimately achieving the desired spatial effect.
VR furniture experience display effect
VR furniture experience with hand-controlled dragging of arbitrary furniture
In modern society, children's consumption has become an important component of family expenditure. In a home space, the most imaginative room is the one called the "children's room." While meeting children's material needs, parents also pay more attention to their spiritual growth. Especially in the design and furniture selection for children's rooms, parents are more inclined to create a healthy and happy growing environment for their children. This emotional investment has led to the gradual development of children's room furniture consumption towards personalization and high-end trends. The children's furniture market exhibits the following characteristics.
Firstly, there is a trend towards diversification and personalization of demands. As parents' educational concepts have been updated, children's furniture no longer solely focuses on functionality but rather emphasizes meeting children's psychological and growth needs. For example, <Figure 7> shows the current decorative effect of boys' room furniture, while girls' rooms are primarily decorated in pink and princess-themed colors, as seen in <Figure 8>. Boys' room designs often revolve around themes of adventure and sports, such as pirate ships, blue skies, and green fields. In contrast, girls' rooms are typically designed with romantic and dreamy themes, often using princess-style or pink color schemes. The diverse themes reflect the furniture market's emphasis on children's varied interests and personality differences.
Decorative effect of boys' room furniture
Decorative effect of girls' room furniture
Secondly, children's height and weight change significantly with age. As a result, multifunctional, adjustable, and modular children's room furniture is increasingly favored in the market. This type of furniture not only meets the needs of children at different growth stages but also takes into account the characteristics of children's physical development, offering high economic value and practicality.
Thirdly, market competition among brands is becoming increasingly fierce, but homogenization is severe. There are numerous children's furniture brands, each with its own characteristics. However, many children's room furniture brands have similar styles and color designs, and the samples displayed by different brands also share many similarities. To stand out in the competition, some brands have begun to introduce innovative elements, such as incorporating educational functions or eco-friendly materials, to attract more consumers.
Furniture is an important consumer product for families. As furniture is a durable good, it is not frequently replaced after interior decoration, resulting in a relatively low repeat purchase rate. Therefore, customers place great importance on the purchasing process and have high expectations for the furniture they buy, creating a market foundation for introducing new display methods in the furniture industry. Especially in the expenditure on children's room furniture, parents are willing to provide their children with personalized and cozy independent environments, respect children's opinions, and are willing to offer an independent space that accompanies their children's happy growth. However, as children do not possess abstract imagination abilities and cannot accurately express their personal opinions, the style selection of children's room furniture is mostly decided by adults, overlooking the purchasing behavior and satisfaction of the users. The style and furniture matching of children's rooms are easily neglected, and many parents' choices of children's room furniture are based on adult experiences. Therefore, children's room furniture consumption behavior is characterized by prioritizing health and safety as the primary consideration factor and the contradiction between adult experiences and children's needs.
Firstly, health and safety are the primary considerations for parents when purchasing children's room furniture. Parents' requirements for the health and environmental friendliness of children's furniture are increasing. They are more inclined to choose products that are harmless to children. Therefore, environmental protection technologies such as low formaldehyde emission levels of raw materials and antibacterial coatings have become essential standard configurations for today's children's room furniture. At the same time, the design of children's room furniture needs to pay more attention to details, striving to avoid sharp corners, protrusions, or any other potential hazards that may cause harm to children, ensuring that children can grow up in a safe and healthy environment.
Secondly, when choosing furniture for children, parents usually hope to create an environment that aligns with their children's interests and growth needs. However, due to children's young age and limited abstract thinking abilities, they have difficulty accurately expressing their own needs or participating in complex purchasing decisions. This often leads to adults dominating the selection of children's room furniture. In the decision-making process, parents rely more on personal experiences or market recommendations, which may overlook children's personalized needs. For example, in terms of color, style, or functional design, parents' preferences may not match children's actual needs, thereby affecting children's acceptance and satisfaction with the furniture. Some parents tend to choose furniture based on its attractive appearance or market popularity while neglecting children's true needs, such as comfort, functionality, or interest compatibility. Due to this contradiction, the children's furniture market needs to place more emphasis on experiential displays, helping consumers more intuitively understand the actual usage effects of furniture, thereby balancing the differences between adult decision-making and children's needs.
From a realistic perspective, almost every family has children and places great importance on the selection and consumption of children's room furniture. The design of a good children's room or children's furniture is not simply about using childlike elements for the sake of it, but rather about designing with an inner sense of childlike wonder and care. In most cases, compromises must be made when arranging the layout. Many people choose to prioritize urgent, immediate needs over future, uncertain needs. This situation implies that the home will need to make functional changes in the coming years. When purchasing children's furniture, parents usually make the decisions, and the main factors influencing the purchase are the product quality, price, and the child's preferences. According to online data analysis, <Figure 9> shows the importance and market demand for children's room furniture.[9]
Analysis table of children's room furniture demand
<Children's Furniture Consumption Survey Report: Jointly Produced by Sohu and Hong Kong Economic Journal> Question 7 indicates that 51% of consumers consider all children's furniture in the children's room to be the most important. Question 9 shows that 45% of consumers believe that children's furniture must be used in the children's room and should only be replaced with ordinary furniture when the child reaches a certain age. Question 10 reveals that 52% of the respondents have friends who have purchased children's furniture. The data from the figure indicates that the demand for children's furniture has consistently been at the top of the percentage rankings. Consumers are also very concerned about the quality and color of the furniture. With the continuous establishment of various children's furniture brands, online data shows that the purchase demand for children's room furniture has always accounted for the highest percentage. Currently, there are more and more promotional activities, and consumers' awareness of furniture is increasing. Demands are becoming more rational and diversified, placing higher requirements on the sales model of children's room furniture stores, which is a test for them.
With the continuous advancement of technology, VR technology has been widely applied in multiple fields. In the furniture industry, especially in children's room furniture displays, VR technology has been gradually introduced to enhance consumers' shopping experiences. VR virtual display not only enables intuitive presentation of furniture products but also improves the efficiency and satisfaction of purchase decision-making through immersive experiences, meeting modern consumers' demands for personalized, efficient, and high-quality shopping experiences. This section will conduct a detailed discussion on the VR children's room furniture display design based on experiential marketing, analyzing its design concept, key elements, display process, and interaction design, and summarizing the marketing value and effects it brings.
Sensory experience is primarily presented through the visual and auditory aspects of VR technology. In VR virtual displays, consumers can perceive the appearance, texture, and light and shadow effects of furniture realistically through high-precision image rendering. For example, through high- resolution, realistic material textures, accurate color representation, and dynamic light and shadow effects, consumers can intuitively see the actual effect of furniture in children's rooms within the virtual space. To enhance the experience, background sound effects and ambient sounds can also be integrated through VR technology, such as simulating natural light passing through windows and the sounds of the surrounding environment, providing consumers with richer sensory stimuli.
VR technology not only provides an immersive shopping experience but also evokes consumers' emotional responses. In the virtual space, consumers can not only see the appearance of the furniture but also experience the emotional connection with the brand and the furniture. For example, through storytelling scenarios or scene settings in VR displays, consumers can feel the elements of warmth and family atmosphere in the brand's design philosophy. When consumers see their children interacting with the furniture in the virtual space, they develop a sense of identification with the brand, thereby enhancing consumers' emotional resonance and brand loyalty.
In the traditional furniture purchasing process, consumers often need to repeatedly compare and consider multiple times. VR technology can improve consumers' cognitive level of furniture products through precise spatial simulation and product display. In the virtual environment, consumers can flexibly adjust the furniture layout according to their actual spatial requirements, accurately perceiving the space occupation, proportion, and matching effect of furniture in the room, thus gaining a clearer understanding of the actual functionality and applicability of each piece of furniture. This efficient cognitive process helps reduce consumers' hesitation in the purchase decision-making process caused by information asymmetry or uncertainty.
VR furniture displays enable consumers to personally experience the functionality and applicability of furniture through interactions with the virtual environment, such as dragging, rotating furniture, and adjusting layouts. This highly interactive behavioral experience makes the shopping process more personalized and customized for consumers while enhancing their actual perception of the products. For example, consumers can adjust the placement of furniture according to their children's height and preferences, or even customize the style, thereby increasing the engagement and satisfaction of the purchasing experience.
In VR virtual furniture displays, consumers can not only interact with the furniture in the virtual space but also share their experiences with others. In children's room furniture displays, parents can invite family members or friends to share the same space through virtual reality, exchanging opinions or making joint decisions. During the furniture purchasing process, closely connecting the personal identity and social belonging of the parent customers builds deeper emotional bonds with their children. At the same time, parents can simulate children's rooms with different styles, colors, and layouts in the VR environment, viewing the effects of furniture under different lighting and scenarios in real-time, thus more accurately capturing the styles and atmospheres that their children may like. This interactivity and instant feedback feature make furniture purchasing no longer an isolated decision-making process but a fun and engaging family activity.
The VR virtual experience in the children's furniture sales process can attract children's participation and make them willing to choose their preferred furniture styles and combinations through VR. Interactivity is an important feature of the VR experience. By interacting with the furniture in the virtual space, consumers can participate in the design and selection process, enhancing their sense of engagement and decision-making power. For children, being able to operate virtual reality devices and select different furniture styles, colors, and materials to create personalized room styles not only enhances the experience but also makes the shopping process more interesting and appealing. At the same time, the immersive virtual reality environment can bring a sense of presence, making consumers feel as if they are in their future children's room, helping them more clearly foresee the effects of furniture matching.
VR virtual reality display technology provides an intuitive experience of the overall style of children's furniture and the spatial effects of different furniture combinations in a 720-degree immersive virtual environment, regardless of whether the shopping experience is for adults or children. Children can even achieve furniture replacement, movement, and combination by operating AR virtual reality sensors. During the VR experience, children can see the overall effect of their future room, as if they were in their own room. As shown in <Figure 10>, after children put on VR glasses, they can visually present a three-dimensional furniture scene. They can clearly understand the shape and placement effect of the tatami, the side cabinet drawers, and even the openable bed board. Through the VR virtual experience, the lack of intuitiveness in the furniture purchasing process can be effectively avoided.
Children's participation in the purchasing process
<Figure 10> When children experience VR, they can see the overall effect of their future room, as if they were in their own room. The image above shows a case study with a tea-colored wooden tone style. The furniture materials are mainly in the tea-colored wood series. After putting on the VR glasses, all furniture dimensions and data are presented one by one. Through the experience, it is clear that the bed has a tatami shape, and the effect of placing the bed next to the window can be understood. There are side cabinet drawers next to the bed, and the bed board can be opened. The dimensions are 20 centimeters, and the height is 60 centimeters. The bookshelf and hanging cabinet at the head of the bed can be extended. Turning around, there is a storage cabinet on the opposite side. The storage cabinet covers the entire wall, and the internal partitions can be appropriately allocated according to personal preferences. Through the VR experience, the entire children's room furniture is clearly visible, making shopping feel so immersive. This method allows for viewing the overall effect of placing children's room furniture into the children's room. The VR experience method can also greatly reduce the cumbersome work of producing two-dimensional drawings through traditional forms, enabling designers to efficiently complete the overall arrangement of children's room furniture and shorten the adjustment of design schemes. Through VR experiential exhibition and marketing, the display of children's room furniture is presented in a visualized form, creating a "what you see is what you getȢ effect.
A children's room space consists of walls, floors, beds, wardrobes, tables, and chairs. When purchasing children's furniture, it is a significant challenge for consumers to imagine the effect of placing furniture in the space based solely on individual pieces of furniture, and it is even more difficult for children. Therefore, utilizing VR virtual reality technology, it is easy to combine the selected furniture in the virtual space where consumers want to place it. VR provides a brand-new experience, extending the 3D domain and giving users a better sense of experience. Currently, the consumer experience in the furniture industry itself is not particularly good. By viewing through VR glasses, consumers can ensure that they purchase satisfactory furniture products.
For example, in <Figure 11> which feature cartoon-style children's furniture, through the VR virtual experience, consumers can intuitively perceive the usage scenarios after purchase, the overall placement of the furniture, color matching, and a 360-degree panoramic surrounding effect without blind spots, allowing them to realistically see the furniture from any angle inside the room. This VR shopping experience method is more persuasive than sales personnel using product catalogs or onsite product displays. From this perspective, it can effectively enhance consumer satisfaction and promote the sales of furniture products.
VR three-dimensional furniture sales display scene
Generally speaking, furniture within the same series will have differences in materials, color schemes, and specifications. Traditional stores do not have enough space for on-site display, and consumers need more style options. In an era filled with a fashionable atmosphere, fashion plays a crucial role in social development. Children pursuing fashion is a trend that society adapts to. Nowadays, fashionable items for adults are abundant, and children also pursue fashion. Fashionable style furniture for children is gradually being promoted, and the children's furniture industry is also developing towards fashion. Simply displaying through catalogs or electronic images cannot form an intuitive spatial perception and cannot adjust styles according to children's selection needs. The biggest change that VR brings to consumers or merchants is replacing people's imagination. In the past, many things had to rely on verbal descriptions for the other party to imagine. Now, the other party does not need to imagine; the things they want to express are directly displayed in a realistic form, allowing consumers to make decisions intuitively and break away from the previous form of imagining out of thin air.
Using VR virtual reality technology, experiencers can arbitrarily adjust the materials and color schemes of different furniture styles through three-dimensional interactive data. They can also adjust the position of the furniture in the virtual space and make adjustments based on different furniture configurations or styles, achieving diversified display methods. When parents or children choose children's room furniture, it is as simple as dressing up. They can freely match different styling and styles, and they can change the color, size, and material of children's room furniture through drag- and-drop mode operation. For example, they can replace a leather sofa with a fabric sofa. As long as they select the menu selection button, it can take effect immediately. Consumers can communicate with furniture store sales personnel on-site until they are satisfied with the adjustments. The VR virtual display operating system of furniture stores only requires dragging and dropping the desired furniture and furnishings into the children's room, which can help provide professional and personalized customization for children's room furniture and overall home furnishings.
VR virtual reality technology transforms consumers from spectators to participants by providing an unprecedented immersive shopping experience, actively engaging them in the process of furniture selection and spatial layout. Particularly in the display of children's room furniture, consumers can personally experience the placement effect of furniture in the virtual space, perceiving how the furniture blends with other elements of the room, as if they have already entered the future children's room. Through interaction with the virtual space, consumers can profoundly perceive the actual effect of furniture products, increasing their interest and intention to purchase. This immersive experience not only makes the shopping process more interesting and creative but also effectively enhances consumers' purchasing desire and decision-making confidence.
VR virtual display technology based on experiential marketing can effectively help consumers intuitively understand the overall effect and layout of furniture in actual spaces, greatly reducing the uncertainty of purchase decisions. Compared with traditional flat displays or sample displays, VR technology can provide comprehensive and intuitive information in a short period, assisting consumers in making choices more quickly. Especially in the field of children's furniture, consumers need to consider not only the appearance and material of the furniture but also focus on the spatial layout and safety of the furniture in the actual room. VR displays can accurately reproduce the effect of furniture in children's rooms, enabling parents to make purchase decisions more efficiently, saving time from repeated comparisons, thereby improving overall purchase decision-making efficiency.
VR display technology helps consumers establish emotional connections with brands through immersive shopping experiences. In the virtual environment, consumers can not only intuitively understand furniture products but also experience the brand's unique design style and concept. Through interaction with the virtual space, consumers' perception of the brand is no longer limited to the products themselves. Instead, they generate emotional resonance by perceiving the brand's culture and values. This emotional connection helps enhance brand awareness, increase brand loyalty, and improve consumer satisfaction, further consolidating the relationship between the brand and consumers.
VR virtual reality technology is a computer simulation system that creates and experiences virtual worlds. The application of VR virtual reality in furniture design and store displays is an inevitable trend. Furniture companies have already begun to establish diverse VR digital showrooms, which will complement traditional store displays. Virtual reality technology can provide furniture consumers with realistic immersive experiences and personalized style customization advantages. VR display technology is of great significance for enhancing the competitiveness of the furniture industry and meeting diverse consumer needs. The application of "VR" has positive implications for enhancing the charm of furniture products, increasing the competitiveness of furniture stores, unleashing the consumption potential of the furniture industry, and promoting the economic upgrade and development of the entire home furnishing industry.
Utilizing VR technology, children's room furniture displays can achieve intuitive virtual experiences, enabling consumers to see the actual effect of future furniture placement in an immersive virtual environment. VR showrooms can clearly present the layout, style, and effect of furniture in children's rooms, breaking the limitations of traditional display methods and providing consumers with more innovative experiences. Children's furniture has become an important part of home decoration, and most families have a significantly higher budget for children's rooms compared to other rooms. Therefore, there is an urgent need for virtual displays when making purchase decisions. Young parents, in particular, adapt to new things quickly and are willing to try various innovative technologies, providing a broad market for the application of VR virtual displays.
The application of VR will bring profound changes to traditional children's room furniture sales models. Furniture display markets must adapt to this new technological revolution and promote sales through innovative marketing models. With VR technology, children's furniture stores will be presented in a brand-new form, allowing consumers to experience, adjust, and customize furniture in a virtual space, greatly enhancing interactivity and personalization, and meeting the demands of modern consumers for fashion, convenience, and innovation. This immersive shopping experience not only improves consumers' purchase decision-making efficiency but also enhances their brand loyalty, thereby driving sales growth in furniture stores and further unleashing the consumption potential of the furniture industry.
The application of VR technology in children's furniture displays will provide more possibilities for the future development of furniture stores. From furniture design to virtual displays in the sales process, VR technology can help businesses provide more professional customization services, meeting consumers' needs for personalization and high quality. The use of this technology not only enhances the interactivity and visibility of furniture displays but also effectively shortens consumers' purchase decision-making time and increases their satisfaction with furniture products. As VR technology continues to evolve, the furniture industry will usher in more diverse and personalized display forms. Virtual displays will not be limited to simple furniture presentations but may become a multifunctional platform for consumers to engage in interaction, experience customization, and make choices. This will drive the furniture industry towards digitalization and intelligentization, promoting the economic upgrading of the entire industry.
To further enhance the application effect of VR technology in children's room furniture displays, enterprises need to increase technological investment, focusing on optimizing the precision and smoothness of VR display systems to provide a more realistic and immersive shopping experience. Firstly, improving image rendering accuracy is crucial. By adopting higher-resolution displays and more powerful graphics processing units (GPUs), the image quality in virtual scenes can be significantly enhanced, ensuring that the materials, colors, textures, and light and shadow effects of furniture are accurately presented, increasing consumers' trust in product quality.
Secondly, enhancing the smoothness of VR experiences is key to improving immersion and user experience. By optimizing the system's response speed and stability, reducing latency and stuttering, and adopting more powerful hardware devices and advanced rendering algorithms, consumers can perform smooth operations (such as rotating, zooming, and dragging furniture) in the virtual space, thereby increasing their willingness to purchase. Additionally, optimizing spatial layout and physics engines is another important factor in ensuring the realism of virtual displays. By introducing more advanced physics engines (such as Unity or Unreal Engine), accurate proportions and realistic spatial sense of furniture in the virtual space can be achieved, enabling consumers to perceive the spatial occupation of furniture in actual rooms, helping them make more precise purchase decisions.
To make it easier for consumers to understand and operate VR display systems, guided experience processes should be incorporated into the design. Through clear user navigation and step-by-step prompts, consumers can easily master how to manipulate furniture in the virtual environment. Especially for child users, the design should avoid frustrations caused by unfamiliarity with operations. Moreover, the design should pay attention to the smoothness and logic of the experience process, ensuring a natural transition between each step, allowing consumers to complete the entire furniture selection process in the shortest possible time, thereby enhancing user experience satisfaction.
To better meet the needs of different consumers, VR display systems should incorporate user feedback mechanisms to collect consumer feedback on display content and promptly adjust display content or recommend personalized furniture options. For example, the system can record user preferences and recommend furniture options that match their style through Artificial Intelligence (AI) algorithms. This personalized adjustment not only enhances user engagement but also effectively shortens the time consumers spend on purchase decisions, helping them make purchasing decisions more quickly.
Fujian University of Technology Research Startup Fund Project, Project Number: GY-S22079