At a time when digital technology is transforming sales practices, Cerland Group, the French leader in outdoor furnishings with its Cerland brand, has opted for immersive innovation. In a webinar during which Norian, Marketing Project Manager, spoke about the genesis and results of an ambitious project carried out in partnership with Retail VR: the creation of an interactive 3D showroom, enhanced by augmented reality.

Objective: digitalize the trade show experience

In anticipation of one of the most strategic trade shows in the industry, Cerland wanted to offer a truly memorable experience. The idea was to replace traditional stands with an immersive 3D garden, in which visitors would wander around wearing a VR headset. A tight schedule (3 months) to prepare this immersive experience. The result: over 150 products that can be viewed, with ultra-realistic wood textures, and the possibility of projecting them at home via augmented reality.

"Visitors really got into the game, and found it innovative. We were the only ones to offer this at the show." - Norian, e-commerce project manager, Cerland

Feedback: immersion and differentiation

The project required several creative iterations, notably on textures, lighting and the house integrated into the garden. The aim: to create a credible, familiar and engaging environment. Mission accomplished, with strong support both internally and externally.

"It was a virtual garden, but not disconnected from reality. Not too big, not too small: the perfect middle ground."

Cerland is now planning to reuse the showroom at other trade fairs, as well as making it available to sales staff to present the range directly to customers. A nomadic, simple and effective use.

Augmented reality: beyond the "wow" factor, a business tool

The real trigger for partners? Augmented reality. Several distributors have asked to integrate Cerland products in AR on their websites or at the point of sale, via QR codes.

"They're strategic players who can really make things happen. 

On the end-customer side, augmented reality enables a better understanding of the product, a full-size visualization, and reduces errors at the time of ordering.

"People spend more time on product sheets. The pleasure of use and understanding of the product are far superior to a classic sheet."

A digital strategy driven by usage

The virtual showroom is a lever for acquisition, conversion and loyalty. It also helps limit returns - a crucial issue for Cerland, whose products are bulky, costly to deliver, and sometimes delivered by semi-trailer.

"Augmented reality makes it possible to realize the actual footprint, weight, accessibility..."

Cerland is already planning to further digitalize its offering, notably by integrating AR into its e-commerce site, which is currently under development.

Why Retail VR?

The choice of Retail VR was a natural one: an initial contact at a trade show, a responsive team, strict adherence to deadlines and close human contact, and a good understanding of our customers and their needs. 

"No regrets. The result is as good as it gets. It was a real challenge, met with rigorous project management."

To find out more: the webinar replay is available on LinkedIn and YouTube

Find the complete project sheet on our retail-vr.com website