V-commerce Transforms the Food and Beverage Industry

V-Commerce Transforms the Food and Beverage Industry

June 3, 2019

V-commerce tools such as VR headsets are being used by retailers to provide an immersive experience and boosting sales conversions online. We take a look a who’s using virtual reality in food and beverage retail around the globe…

By Grand View Research Sr. Research Associate in ICT Domain Jain Khushboo.

The latest trend in the retail sector is the emergence of virtual commerce, also known as V-commerce, which is becoming increasingly popular among vendors.

V-commerce diverts users to an interactive virtual world. It creates a web presence which users can ‘see’ products before buying. The retail sector has significantly increased the adoption of virtual reality to reduce marketing costs and product returns as well as deriving insights through efficient data analysis.

A large number of companies such as Facebook, Inc.; Google LLC; Microsoft Corporation; HTC Corporation; and Magic Leap, Inc.; and others are providing VR headsets to various industry sectors in order to assist them in delivering engaging customer experience.

The integration of advanced technologies assists companies in maximizing their profits and expanding their business with the execution of highly efficient processes. This has compelled organizations across diverse industry verticals to understand how the integration of these technologies can boost business growth.

According to the GVM Report, the virtual reality market by application in 2018 saw the medical sector make up nearly 50 percent of total usage by sector, followed by industrial, commercial, aerospace and defence and consumer electronics.

The food and beverage industry is also using virtual reality to increase its customer base and enhance consumer experience. Numerous participants across the entire value chain of the food and beverage industry are employing virtual reality to provide immersive visuals of food preparation or scenic farms to customers; replicating everything from packaging of food to beverage processing techniques virtually anywhere in the world.

Food and beverage vendors are using VR to connect their workers across various facilities to enhance communication and day-to-day interaction on specific projects and training.

It is also aiding the visualization of new facilities or the addition of new equipment, such as equipment for the packaging of food in an existing facility, to enable a smoother design-build process.

VR is also being used to educate consumers on the differences in production processes, such as pasteurization and extended shelf life processes of milk.

Beverage manufacturers are using VR to enhance consumer awareness and increase customer engagement by providing insights about the manufacturing of their favourite beverage; promoting transparency and sustainability.

Restaurants such as Sublimotion in Spain are creating a scenic visual of a virtual world tour or adventure and pairing them with molecular meals placed in front of diners to provide a luxury dining experience.

VR is also used to help cooking show organizers to watch cooking demonstrations from any angle.

The following vendors are leveraging VR across multiple functions including recruitment, training and sales.

Honeygrow uses virtual reality to recruit employees and train them at its new distribution center situated in the United States.

Kentucky Fried Chicken (KFC) Corporation hosted a training program virtually to help chefs learn the cooking technique of its signature fried chicken with the help of virtual headsets.

BioflightVR offers solutions for end-to-end training with the help of virtual reality and 360-degree video.

Nestlé provides its Nescafe customers with an immersive virtual reality experience through which the customers would be transported to coffee fields in Brazil with the help of a VR viewer.

Sublimotion, a restaurant in Spain, has started providing VR headsets to diners that would immerse them in a new fantasy world, providing a gastronomic virtual reality experience.

Patrón Spirits International AG started using v-commerce to enhance the marketing for its beverage, tequila. Its customers will be able to get an immersive look inside the Hacienda Patrón distillery in Mexico.

Tesco.com is providing its customers with VR headsets whereby they can wear these headsets and shop in a retail store while sitting at home.

J Sainsbury plc is planning to build a virtual supermarket to reduce store development costs. The virtual store will be a 3D computer model. Through this model, its customers would be able to virtually purchase products through a checkout.


Ed. Jain Khushboo works as a Sr. Research Associate at Grand View Research Inc. working on projects in Information & Communication Technology (ICT) domain including augmented analytics, smart electricity meter and digital utility. She holds a Bachelors degree in Engineering from Medicaps University from Indore, India.


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