Target Corp. is taking a cue from Hollywood to help shoppers create the living room of their dreams.
The discounter is using the same type of computer generated imagery that figures in movie blockbusters to create a 360-degree, virtual reality-like experience on its website. And it’s shoppable.
The experience, created in-house at Target, requires no special app or platform. On Target’s site, customers can choose one of four curated living room looks (modern, farmhouse, mid-century or traditional). From there, they can browse about 140 featured products — from rugs and sofas to wall hangings and decorative throws — in a virtual living room designed to help customers visualize size and scale of items, and also provide some tips on styling. Shoppers can click on items they want to buy and add them to their cart.
“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.”
Target plans to more than double its CGI team this year by hiring more than 40 CGI professionals.