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Shoppable virtual reality

Mintel announces that last week, Target launched a shoppable virtual reality series on YouTube called “The House on Hallow Hill.” Promoted through social media, this Halloween campaign follows a “choose your own adventure” theme and includes six shoppable videos that viewers can explore. What makes this latest effort from Target noteworthy is the integration of 360 degree video with click-to-buy functionality. Basically a user can tour several rooms within a virtual haunted house and then shop items that are part of a room’s theme.

As detailed in Mintel Trend Experience is All, retailers’ over-emphasis on convenience and price has led consumers to crave experience more than ever. Target takes this trend to heart by seizing the opportunity to build genuine brand loyalty and give its customers a unique online shopping experience.

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