Sportswear Retailer Integrates Payment Into VR Experience

The jury may still be out on whether virtual reality (VR) will truly take off as a shopping experience, but one forward-thinking retailer already has made VR transaction processes more seamless. Body Language Sportswear has been testing a VR app that allows shoppers to move from interactive 360-degree views of its products directly to checkout, without needing to take off the VR headset or pull out their wallets.

The e-Commerce retailer is offering products via the Payscout app, which introduced a VR commerce capability in June 2017. The app integrates with Visa Checkout (VCO), allowing users to register their payment credentials within the digital wallet or access an existing VCO account. The app currently is available for the Google Cardboard hardware, but there are plans to adapt it for iOS and additional VR platforms.

“VR aligns well with our brand and our customer base, which is forward-thinking in every aspect,” said Matthew Cedeno, CEO of Body Language Sportswear in an interview with Retail TouchPoints. “Every brand wants to provide its customers with a unique shopping experience, and we feel it’s pretty cool to offer something that’s fully immersive, where customers can ‘step in’ to technology that offers 360-degree views and captures all their movements.”

Body Language Sportswear has been acting as an informal focus group for the technology since June, but the retailer plans to give it a major marketing push via social media and other channels when it brings the functionality into its own branded app in December 2017.

“We’ve been testing this with a select few of our customers as well as some of our internal…