Shopping Centre
Intu pilots Christmas-themed VR experience
Published:  09 December, 2016

Intu Victoria Centre in Nottingham hosts technology ahead of national roillout

Shopping centre landlord intu is taking leisure experiences in shopping centres to the next level with a virtual reality multi player family game.

Christmas shoppers at intu Victoria Centre in Nottingham can step from a winter log cabin in the shopping centre to a virtual reality winter wonderland where they can decorate a Christmas tree and share their creations with friends and family online.

intu is piloting the experience until December 21 as it looks to roll out virtual reality experiences across its 15 centres nationwide next year. The pilot will examine the impact of VR leisure experiences on dwell time, customer loyalty and the shopping experience alongside other leisure activities in shopping centres such as a trip to the cinema or meals out.

Karen Harris, managing director of intu’s digital innovation team said: “This kind of social and interactive experience could become as commonplace for shoppers as stopping for a coffee with friends. It is providing a real moment of surprise and delight for customers in Nottingham which is likely to increase dwell time in the centre over Christmas and propensity to revisit to the benefit of our retailers.”