Phygitalizing the Retail Motorcycle Experience
Overview
In this pioneering initiative, I orchestrated a major motorcycle manufacturer collaborated with ICAROS, a VR fitness startup, to redefine the retail experience for potential motorcycle enthusiasts. This partnership was aimed at attracting new customer segments by merging physical and digital elements (phygital) into an interactive motorcycle experience using virtual reality technology.
Content displayed contains scenes from material owned by ICAROS GmbH.
Challenge
The challenge was to create an engaging, innovative introduction to motorcycling for non-riders and to enhance brand engagement in a competitive market. The strategy needed to captivate a demographic unfamiliar with the thrill of motorcycling, offering them a firsthand experience of the excitement without requiring prior riding skills.
Strategy and Implementation
The collaboration resulted in the creation of the ICAROS R, a revolutionary VR motorcycle simulator based on the manufacturer's high-performance model, the S 1000 RR. This initiative was aimed at delivering a compelling, immersive experience that mirrored the excitement of riding a motorcycle.
━ Customer Engagement Points: Identifying key touchpoints involved pinpointing environments where potential customers could be most effectively engaged during their initial awareness phase—specifically interested riders without experience during automotive fairs and at activation experiences, that included a brand presence.
━ Phygital Product Integration: The ICAROS R simulator was engineered to physically replicate the motorcycle's movements, giving riders a physical experience, while integrating cutting-edge VR technology to simulate a dynamic motorcycle race environment. This setup was designed to attract attention and deliver a memorable experience.
━ Deployment and Visibility: Strategically placed at major motorcycle shows like EICMA in Milan and BMW Motorrad Days, as well as in select global showrooms, the ICAROS R allowed visitors to experience the rush of motorcycling in a safe, controlled setting.
Results
The introduction of the ICAROS R simulator significantly boosted engagement at events and showrooms, drawing a diverse crowd and effectively converting curiosity into genuine interest in motorcycling.
━ Brand Visibility and Awareness: The phygital experience succeeded in elevating brand visibility and piqued interest among demographics previously unacquainted with the brand.
━ Enhanced Showroom Traffic: Showrooms featuring the simulator experienced a surge in foot traffic, with many attendees drawn by the opportunity to engage with the phygital experience.
Testimonial
"How can a company that develops novel products with a digital component collaborate with a traditional vehicle manufacturer? This only works if you meet innovative and forward-thinking people there. Gregory Glanzmann is such a person. Our dream of selling a sports-based virtual reality simulation system for motorcycle racing to a market leader in top motorcycles would not have been realized if Gregory had not quickly understood how we could come together on this. He didn't just open doors for us to deliver our sales pitch; he walked us through the process of getting to know each other with us. He spared no effort in thoroughly understanding our technology first, and then, together with us, conceptualizing an ideal solution space for his employer. He achieved two things: he articulated his employer's strategy in goals that seemed achievable through our approach, and he provided us with a perfect briefing for the content development of our product. Through his deep understanding of both sides, everything felt very smooth during implementation. Enjoyment in a project is always based on shared goals and a level playing field in professional engagement. Gregory has a very special talent for orchestrating such collaborations, especially in the field of innovation. We hope to undertake further forward-thinking projects together with him. He is an innovator who recognizes risks in order to solve them. Wonderful!"
- Michael Schmidt, CEO ICAROS
Conclusion
This case study exemplifies how traditional industries can innovate by integrating digital advancements into their retail strategies. The successful collaboration between the motorcycle manufacturer and ICAROS set a new industry benchmark for interactive customer engagement, illustrating the transformative potential of phygital experiences in retail environments.
