Apple Inc.’s new Vision Pro launched in stores on Feb. 2, and some retailers are finding ways to make it work for ecommerce. These approaches include virtual stores and options for interacting with products, opening up a new front for omnichannel experiences.
The tech company calls the wearable device a “revolutionary spatial computer that seamlessly blends digital content with the physical world.” It’s Apple’s first entry into a new product category since it launched the Apple Watch in 2014. The Vision Pro retails for $3,499. MacRumors reported Apple sold 200,000 of the devices ahead of the launch.
Apple ranks No. 3 in the Top 1000, Digital Commerce 360’s ranking of the largest North American online retailers.
These are the top retailers that have announced plans to use the Vision Pro so far.
Lowe’s announced the Lowe’s Style Studio, which allows consumers to use the Vision Pro to visualize kitchen designs. Vision Pro owners can download the app on the App Store, where they’ll be met with an immersive 3D kitchen. Then, they can choose from preset designs created by stylists, or create custom designs from their own selections of materials, fixtures, and appliances available at Lowe’s. There are nearly 80 billion possible combinations, the retailer said.
“Lowe’s Style Studio immerses our customers in a cutting-edge design experience enabled by spatial computing that will make home improvement easier than ever. I’m proud of our team for creating a powerful, immersive experience for Apple Vision Pro customers,” Seemantini Godbole, executive vice president, chief digital and information officer, said in a statement.
Lowe’s Style Studio was built by Lowe’s Innovation Labs. That’s the team behind augmented reality measurement tool Measure Your Space and generative AI home improvement recommendation tool Lowe’s Product Expert.
Lowe’s ranks No. 12 in the Top 1000.
J. Crew also announced an app for the Apple Vision Pro with immersive shopping company Obsess. The app will serve as a virtual closet for J. Crew customers, who can view a curated selection of apparel. The Vision Pro has the ability to let consumers see texture at a higher magnification than on other platforms, the retailer said. With hand and eye movements, app users can mix and match pieces to create outfits and see them on a virtual mannequin.
“The ability to create outfit combinations for different occasions interactively and at a life-size scale in the J. Crew Virtual Closet app is a novel ecommerce utility. In addition, the ability for a J. Crew stylist to style outfits remotely with a customer via SharePlay is the most advanced form of digital clienteling available today,” CEO and founder of Obsess Neha Singh said in a statement.
Consumers can book style consultations beginning in February.
J. Crew ranks No. 85 in the Top 1000.
E.l.f.’s Vision Pro app is called “your best e.l.f.” Consumers can shop for e.l.f. products within the app and check out with Apple Pay. Users are invited to “Glow inside three unique sensory experiences inspired by our holy grail products.” The three experiences are based on Camo Cove, Big Mood and Halo Glow, all available for purchase within the app. In each setting, users can take part in “relaxing activities” including guided meditation and paint-by-numbers, the retailer said.
“Partnering with Obsess to launch one of the first beauty shopping apps for Apple Vision Pro is an evolution for our brand, which has always been digitally led. We are champions for innovation and new technology platforms. The decision to launch on Apple Vision Pro is not only natural for us; it is critical to continue to meet our community — and entertain them — wherever they are,” Ekta Chopra, e.l.f. chief digital officer, said in a statement.
E.l.f. Ranks No. 951 in the Top 1000.
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