Challenge

Using an immersive virtual platform and a unique guided-tour technology, Dematic decided to “virtualize” two of its larger physical tech centers in Grand Rapids, MI and Heusenstamm, Germany, using 36 product and content videos as well as 46 panoramic 360° photos, to create an interactive online experience. Never before had equipment of this magnitude been adapted for the screen while still providing a true sense for its scale and purpose through an immersive 360° environment. The challenge was to turn the physical experience of touring the technology centers in person, to something that can be experienced in the digital world.

Approach

The technology platform stitches together the 360° panoramas allowing Dematic’s tour guides (members of the sales and marketing teams) to walk customers through the impressive spaces, as if they were there in person. As with the live experience, tour groups stop along the way to see and hear details of each of Dematic’s technology solutions, only now these presentations utilize high-definition video and voice-over audio commentary. The virtual experience is not left to customers to explore on their own. Instead, it is powered by a robust guided tour interface, so that trained Dematic tour guides can meet remotely with prospects all over the world, in their local language, and bring them along into the tech centers for a customized, personalized look at the most relevant solutions. Unlike a screen share, the video and interactive content is streamed directly to the tour participants’ computers, providing the highest quality of virtual experience.

Features include an interactive floor map to help navigate through the platform, navigation icons to move through the space, and content icons that feature a bank of customer case studies and dozens of product and content videos that further bring Dematic’s solutions to life.

Results

It’s true that “seeing is believing.” Dematic’s virtual tech tours, for the first time, allowed companies and decision makers to become immersed in that technology and the solutions available from their own offices.

The virtual experience has allowed customers to have a front row seat to automation solutions when previously access wasn’t available—especially to smaller, emerging brands that broke through during the pandemic. Efficiencies abounded with the help of a virtual platform, including face-to-face interaction thanks to video conferencing capabilities embedded within the tool.

The virtual tech tours debuted at the 36th annual MHLC virtual event September 13-15, 2021. There were 1,216 virtual tour participants, 8 languages utilized, across 48 countries. The sheer numbers show the impact the tours are already having on the industry.

Credits

Client: Dematic
Strategy/Creative Design/Project Management: Hamilton
Photography/Video/Project Management: K3 Agency
Web Development/Programming: FastEffect