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Virtual hairdryer: combining the best of the physical offline world with the convenience and dynamism of the virtual world. © Dyson

Dyson is introducing virtual reality technology to open a new chapter in its fast-growing direct-to-consumer retail concept. The VR application “Dyson Demo VR” is designed to allow customers to try, test and understand Dyson technology at home with a VR headset in an immersive online environment. The system is based on visualisation and simulation technologies developed by the company’s engineers have long used in the lab to develop or test new products and software.

“As engineers,” explained founder and chief engineer James Dyson, “we want to improve things, and that includes how people understand our products. For many years, we’ve used powerful virtual reality technologies to develop new products in our labs. And now we’re applying those same technologies to reinvent the way people experience our products. Our customers increasingly prefer to buy directly from us. This makes sense because we developed the technology and are best placed to service it. We are also trying new ways to explain our technologies in salons, in in-store test areas, via live online streams and live 1:1 videos.” The customer experience enhanced in this way, the company says, “combines the best of the offline physical world with the convenience and dynamism of the virtual world”. Coupled with live-streamed events and video demonstrations hosted by Dyson experts, “the new approach allows customers to better understand which technology is right for them.”

The virtual space experience will complement the 318 existing Dyson Demo Stores worldwide, 30 of which opened in city centres during the Covid pandemic. A further 23 are planned for 2022. The Dyson Demo VR is available on the Oculus Store. The VR experience will be updated and further improved over time.

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