Wayfair Aims To Transform Home With Virtual Reality

Wayfair headed to the High Point Market to show the home furnishings industry a virtual future, one the retailer wants to lead.

The online retailer is assuming a high profile at the Spring High Point Market with its co-founders Niraj Shah and Steve Conine taking part in a keynote speech presentation. That participation will help Wayfair draw attention to its main market initiative: offering a look at 3D virtual reality technology applications it has been developing through its Trade Services operation.

As a first step in introducing the technology, Wayfair is inviting market participants to check out an initial version of the virtual technology it plans to provide building and interior design professionals and, eventually, consumers.

Mike Festa, director of the Wayfair Next team, told HOMEWORLD BUSINESS® that the retailer also wants the demonstrations to prompt furniture vendors to engage in the 3D virtual modeling of their products so that the online retailer can build a library it can tap while advancing simulated merchandise presentations.

"We want attendees at High Point to experience virtual reality technology and see how it can transform the furniture shopping experience," said Festa.

In developing virtual reality applications, Wayfair's longer-term goal is to provide building and home decorating professionals, their customers and consumers with tools that will allow them to select and arrange home furnishings in virtual room settings approximating, and, in time, actually assuming the dimensions of the space poised for decoration.

As technology advances and more suppliers commit to virtual modeling, Wayfair can create new and more satisfying furniture presentations for the online shopper, Festa said. Even before it can widely offer thorough, immersive 3D experiences, Wayfair should be able to apply what it is learning and improve the quality of its websites.

Wayfair plans to take a graduated approach to virtual reality development. At some point in the perhaps not so distant future, an interior designer might not only arrange furnishings in a virtual reality room setting but also test what silverware complements a given table or what small appliances best finish the intended effect of a certain counter and cabinet combination, all using virtual reality technology.

"At this time, our focus is on furniture," Festa said. "It could extend to housewares as well."

As virtual reality technology becomes more commonplace, those companies that are early adopters will have an edge in developing services, marketing and merchandising that use 3D applications to engage their audiences. What's true for retailers may well prove true for suppliers as well, so the Wayfair test at the High Point Market may be regarded as a wakeup call for home furnishings industry participants who haven't yet considered virtual technology and its potential impact.

For more on Wayfair, see the April 11, 2016, issue of HOMEWORLD BUSINESS®. This issue also features coverage of the High Point Market.