2024 A Breakthrough Year for Immersive Experiences, Predicts HYPERVSN

LONDON, 15 January 2024 – As the landscape for consumer attention becomes increasingly competitive, HYPERVSN, a global leader in 3D holographic technology, shares its predictions for 2024, offering a vision for how emerging trends will shape customer engagement in the coming year.

1: Selective engagement set to grow in a content-saturated world

Customers are drowning in content – and the inundation of advertisements is leading to widespread desensitisation, prompting a change in consumer behaviour. Instead of passive content consumption, there’s a growing appetite for immersive, engaging experiences that offer more than just visual stimulation. Consumers no longer want to observe – they crave to be captivated.

This trend indicates a need for a more strategic approach to content creation. In 2024, brands will need to pivot towards offering personalised, interactive experiences that not only capture attention but also provide deeper emotional and intellectual engagement. The focus is shifting towards content that can truly resonate with the audience, turning every interaction into an opportunity for meaningful engagement.

2: The rise of holographic 3D content in brand communication

One reason which consumers are increasingly becoming desensitised to the daily bombardment of content is the format in which it is presented. 2D digitally presented content becomes overfamiliar to consumers, to a point where they are becoming actively unengaged.

The disengagement will drive the move among organisations towards distinctive and memorable experiences to stand out amongst the crowd. Holographic 3D content will reveal itself as the answer to 2D fatigue. It’s already shown to increase viewing and engagement time by approximately 40% when compared against 2D content. It will no longer be a desirable extra, but a necessity.

3: The fusion of digital and physical elements in retail stores

Holographic visuals will increasingly be a critical mechanism in “phygital” consumer experiences. In sectors such as the retail industry, digital and physical worlds are colliding more often to enhance interactivity with customers.

We will only see this blend being used more often on the shop floor in 2024. Retail outlets can find that incorporating holographic innovation can boost sales of promoted products by as much as 40%. The focus will be on recapturing the attention of visitors and turning them into engaged brand advocates.

4: Digital appearances merging seamlessly with the physical retail experience

The line between digital and physical consumer identity is increasingly blurred, especially among Generation Z. Online, users meticulously curate their digital avatars, reflecting their fashion and style preferences. This trend is more than a digital pastime, it’s a part of their identity, influencing their real-world fashion choices. Retailers are catching on, utilising holographic technology to bring these digital experiences into their physical stores. One example is using holographic displays in its stores to allow customers to interact with and preview digital-only collections. This innovative approach is transforming the shopping experience, merging online identities with offline retail environments and will flourish in 2024.

By blending the comfort and familiarity of physical stores with the excitement of digital innovation, retailers are creating immersive, memorable shopping experiences. Customers can now see their online preferences come to life in the store, bridging their digital and physical worlds. This convergence is a powerful tool for leaving a lasting impression that extends beyond the store visit.

5: Spatial storytelling will be the future of retail

Among fashion and beauty brands in particular, more will leverage 3D technology to create immersive, story-telling environments. Spatial storytelling – consisting of brands creating ‘story-based layouts’ inside their stores – will offer unparalleled opportunities to captivate the attention of audiences and turn them into regular shoppers.

This evolution in retail storytelling isn’t just about aesthetics, it’s about creating a deep, emotional connection with the consumer. By immersing customers in these vivid, 3D narratives, brands are not only showcasing their products but are also forging a powerful, lasting bond that resonates with the values and aspirations of their audience.

Kiryl Chykeyuk, CEO and Co-Founder, from HYPERVSN adds: “The modern customer craves more than mere transactions; they seek emotional engagements that resonate on a deeper level. It’s our inherent neural wiring for sensory stimulation that transforms engaging experiences into lasting, positive memories. We are, fundamentally, wired for immersion. The emergence of immersive experiences, driven by holographic technology, will push this immersion to the next level.”