Managing director of Virtual Worlds Nathan Maclean said the company was focused on creating an experience for the consumer, enabling retail showrooms to sell more product at a higher margin.

Speaking at the launch of Version 8 of its software, Nathan Maclean said: “What we’re able to do is create an experience for the customer, where they can quickly gain the peace of mind to purchase.”

The software now offers real-time rendering, allowing designers to show products changes from the likes of  LED temperatures in cabinet lighting, through to differences in spotlight cone angles.

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In addition, it includes dynamic mirrors which reflect any changes to the scheme, straightaway, just as in real life.

Maclean added: “You want place your mirrors so you can benefit of expanding a space and see the effects of that immediately.”

“Everything we do it’s because there’s an advantage or a need to do it. We are all about understanding the customer pains and then offering the gains.”

Mclean said the software allows designers to inspire, create and persuade, adding persuasion was more than just about selling: “It could be persuading someone to spend more than they anticipated because they understand the advantages of doing so and value that informed decision-making to part with more money, to get the better result.”

However, he said retailers must appeal to the emotions of the consumer and added Virtual Worlds  helps by allowing them to experience their bathroom or kitchen as if it already exists.

He stated: “It’s our first level of real-time rendering and we’re going to keep on improving that until we get it to photographic quality.”

Additionally, Mclean pointed to the advantages of 4D Theatre which not allows consumers to experience their project but also enables retailers to increase their showroom footprint.

He said manufacturers have created their showroom displays in Virtual Worlds which are published to the cloud and can be downloaded by all users of 4D Theatre.

Maclean stated: “Retailers are limited by what they’ve got on display. What we’re saying is we’ve freed you from that limitation – you can have anything and everything on display within a 3 x 3m space.

“And anybody that says they haven’t got space for 4D theatre – they need 4D Theatre. That’s the answer. It’s going to multiple your showroom footprint.”

He said the investment in the software supported the business of its retailers and encouraged them to try new ways of business: “If you keep doing the same thing, you’ll get the same result. So aspire to achieve the remarkable.”