Context and challenges: WD-40 's Virtual Showroom solution

Presentation of the interviewee

Jérémy Cler, eCommerce Category Management Manager

Company presentation, creation date, sector and activities

WD-40 is an American company best known for its flagship product, WD-40 Multi-Purpose Product, a multi-purpose lubricant. Founded in 1953 in San Diego, California, the company owes its name to the product itself, which was originally designed to remove moisture and protect against corrosion in the aerospace industry.

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What was your problem? 

Numerous studies have shown that consumers cannot find the right product for their specific needs. Around a third of shoppers in the maintenance lubricant aisle of DIY stores left without making a purchase because they couldn't find what they were looking for.

Our aim was to provide a sales support solution: a buying guide to help customers find the right product for their needs.

What were your objectives with this solution? 

We had multiple objectives:

First of all, we wanted to offer consumers assistance in finding the ideal product for their specific needs. In this way, our sales would also benefit.

Secondly, we wanted to modernize our approach. The physical medium, represented by mute salespeople, was not sufficiently comprehensive or easy to understand. With this digital version, we wanted to offer a more complete, more modern and, above all, more accessible experience.

And finally, we wanted to develop an omnichannel approach to maintain our competitive edge as category leader.

Solution and feedback: WD-40 testimonial on the Virtual Showroom solution

How did the Virtual Showroom solution help you solve your initial problem?

First of all, we'd already had several experiences with Retail VR. Previously, we had worked on 3D product packs. More recently, we adopted their planogram tool and their 3D workshop representation. Our sales staff use the augmented reality solution to highlight our point-of-sale displays. And an interactive virtual showroom representing a 3D mechanical workshop has been set up. These various collaborations have enabled us to tap into their expertise. In this collaborative spirit, we were able to develop a more detailed home environment, offering users as many destinations as possible for using our products, while associating them with these destinations.

What facilities/difficulties did you encounter in setting up?

Yes, we did encounter a few challenges. Internally at WD-40, we had to draw up an exhaustive list of the problems users might encounter, and match them with the appropriate products. Sometimes, there were several solutions for the same problem, which required a great deal of thought. In addition, creating a file compatible with Retail VR posed a number of challenges. Our aim was to create a file that we could then duplicate for other customers.

What are the advantages of this solution?

This solution makes it easy for customers to find the product they're looking for using the search bar or by navigating in 3D environments. The modularity of the solution, with two entry keys for users, is a major asset. It is more comprehensive than a physical medium, such as the mute salesperson, and can be easily duplicated for different banners and assortments, which saves us time.

Thanks to a simple QR code, it fills a gap by enabling users to find a solution to their problem without the help of an advisor, who is not always available or sufficiently informed. What's more, this solution can also be used as a training tool for DIY store sales advisors.

What benefits did you perceive? Have you had any feedback on this usage (client/platform side)

We've already carried out the first implementation at Brico Dépôt, but it's still too early to give any significant results. However, we see it as a real improvement for the category, and plan to roll it out at Castorama and Leroy Merlin in the future to extend the benefits of this solution to a wider audience.

Collaboration and follow-up: WD-40 testifies to its Virtual Showroom solution

Why did you choose Retail VR?

Retail VR has been our partner for several years, and in particular Erwan Krotoff, the co-founder of Retail VR. He has always been understanding and a driving force throughout our collaboration. In addition, Retail VR's expertise in 3D representation, responsiveness and good relations with our contacts in the Customer Success Matthieu Muratet and Graphics teams, such as Abi Sureau, were also decisive factors in our choice.

What next for this project?

We are currently rolling out this offer to our other customers, notably Bricorama. Leroy Merlin and Castorama are also in the pipeline. All we have to do is tailor the assortment to the store in question, and add to it if necessary.

We're thinking of pushing usage and experiences even further, by adding more product information or encouraging advisor training.

About us

The project 

Type of showroom: customized 3D showroom, experience adapted to different brands

Integrated content: product sheets, carousels, home page, interactive map, navigation menu, customized interface

External connections: Redirection to the corresponding store: Brico dépôt, Conforama, Leroy Merlin

Showroom set-up time: 2 months 

Retail VR

Founded in 2018, Retail VR offers a 3D experience platform to accelerate sales and retail processes.

Limited travel, high showroom operating costs, reduced carbon footprints - in this context, it's hard to come up with new concepts, or successfully launch a product or run a promotional campaign.

Thanks to our 2D/3D converter, we can create 3D environments and content very quickly.

Our solutions help brand owners and retailers to simulate their points of sale, validate product launches and work on consumer studies. We also help them to digitalize their showrooms and offer immersive, brand-enhancing shopping experiences, thus saving time and money.

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