Why immersive experiences flop (and how to create something your audience will flip over)

We’ve all been there. Your team spent weeks on an AR filter that people couldn’t care less about. Or maybe it was a smart mirror that didn’t quite deliver the seamless experience it promised. Despite the initial excitement, many immersive experiences end up being all buildup and no business impact.  

In 2025, marketing teams will face tighter budgets and more pressure than ever for real-world results. Meanwhile, consumers are tired of novelty-driven experiences that don’t actually make shopping better, easier, or more rewarding.

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Most immersive retail experiences fall short because they chase trends instead of solving real problems for the businesses and people they’re serving.

So, what do we see as the main “flop-drivers” for immersive experiences?

1. Overlooked User Experience: Only 20% of U.S. adults feel comfortable with extended reality spaces. Just because you have the technology doesn’t mean people will use it.
2. Lack of Executive Support: 35% of retailers say the main barrier to a successful experience is lack of leadership backing. Without enough resources or alignment, it’s tough for experiences to achieve their full potential.
3. ‍Novelty Over Utility: Many experiences prioritize grabbing attention over usefulness. Instead, marketers should focus on true business needs like:

• Offset the impact of store closures with immersive virtual shopping.
• Reduce costly customer service with user-friendly self-service.
• Showcase large products in limited space.
• Increase sales and reduce returns through product customization.
• Build customer loyalty through valuable interactions.

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When immersive experiences solve genuine business and human problems, the results are clear. For example, DFS, a UK sofa retailer, saw a 112% increase in conversion rates when they strategically applied 3D and AR visualizations.  

Or take Savage X Fenty’s Fit Xperience, which reduced returns by 80% and quadrupled conversion rates by matching users with digital avatars for the perfect fit and product recommendations.  

Or in Germany’s tester-free retail environment, WongDoody generated makeup sales for dm-drogerie markt and L’Oreal with a digital customer service option where AR-powered beauty advisors helped customers confidently select products without physical sampling.

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At WongDoody, we believe successful immersive experiences start with identifying your key business challenges and your customers’ human problems. Are you struggling with high return rates? Looking to reduce operational costs? Does your customer want to see more products offered?  

If you want this year’s retail experiences to flourish, not flop, let’s talk about creating immersive solutions that drive real business results and keep customers coming back for more.  

You can find us at NRF, or drop a line to Mariel Cunningham to chat about how we can help.

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Additional Contributors: 

Jennie Moore, VP, Group Creative Director, Seattle Studio

Amanda Wybolt, Strategy Director, Los Angeles Studio