Target taps power of CGI

Target is deploying computer-generated imagery to create a 360-degree virtual reality-like experience online. Customers can choose one of the US retailer’s curated living room looks (modern, farmhouse, mid-century or traditional), then browse about 140 featured products, from rugs and sofas to wall hangings and decorative throws—in a virtual living room designed to help guests visualise size and scale of items and provide some tips on styling. 

“We’re constantly searching for new ways to inspire our guests and make shopping at Target an easy and inspiring experience,” says Mike McNamara, chief digital officer, Target. “And we’re just beginning to tap the power of CGI with this virtual reality living room—there’s a ton of potential to create even richer, engaging digital experiences for our guests.”