Products must be tangible, that’s the future – Gebrüder Pfeiffer Virtual Reality Experience

When it comes to product presentation, a new era has begun. If you want to present your products effectively and entertainingly, Virtual Reality is a must. No matter if it’s clothes, cars, bricks or construction machines. Or cement mills, for example. Pfeiffer builds the largest cement mill in the world. At the same time, the company is a leader when it comes to staging its products with the new VR technology. With VR glasses you leave the real world. In reality, you dive even deeper into the products. Show effects included. The innovative startup ZReality also makes access to the “virtual showroom” possible.

A spiral staircase leads up high. The staircase has no railing. Nothing for scaredy-cats. The experience is impressive. The view is gigantic. The visitors are enthusiastic, but highly concentrated. After all, they don’t want to miss it and fall into the depths. They feel their way up step by step … No, this scene does not come from a theme park. It takes place in Kaiserslautern in the Palatinate. At Gebr. Pfeiffer SE, one of the world’s largest suppliers of vertical mills, a VR presentation of a 20-metre-high cement mill is currently underway. Equipped with virtual reality glasses, a group of people – with and without fear of heights – are immersed in a virtual world to explore the largest cement mill in the world. For a few minutes, the participants forget that they are actually standing firmly on the ground and that there, where they are walking, there is nothing at all.

Virtual Wow Effect
“That was awesome,” says one of the visitors when he takes off his glasses again. Eric Deubl, Head of Order Execution Department, has often heard this reaction. This was just one of the various applications that Pfeiffer has recently used with its virtual showroom to make its products come alive. “This little adrenaline rush is funny,” he says, “but it shouldn’t distract from the countless other features VR offers to get deeper into the products,” says Deubl. In another application, visitors can control the individual processes on a miniature model of the grinding plant themselves with a virtual control panel in their hands. A virtual reception room tells the story of the company, which has been based in Kaiserslautern since 1864. In 1925, the world’s largest cement mill was built in the family-run business. Pfeiffer has been a pioneer in modern processing technology for 150 years. To this day, the world’s largest cement mill comes from Kaiserslautern.

Charging products emotionally
“A cement grinding plant is admittedly not very emotional per se. However, VR can turn it into an experience, attract attention and be remembered”, says Deubl, “a product flyer no longer rips anyone out of their seat. Customers also want to experience something and need inspiration. Here the customer can explore his already planned plant already before the assembly live experience. At the same time, the application provides interesting information and deep insights into the product. Product presentation at it’s best, so to speak”. Pfeiffer not only sells mills, but entire grinding plants for the production of cement, for example, all over the world.
In addition to the innovative mills (MPS / MVR series), Pfeiffer Bros. offers a broad portfolio of machines for grinding, classifying, drying, extinguishing and calcining. Particularly in the global market, visualizing and experiencing products is becoming increasingly important. “Products can be emotionally charged with such VR applications,” says Adrian Dietrich of ZReality, a company with leading VR specialists that developed the application. “Especially for customer retention this is a helpful tool.

Virtual showroom is a new universe
“Of course it’s not just about show effects, the VR theme also gives us great opportunities to get X-ray views of the product that we wouldn’t have if we were directly at the real facility. It’s also simply more fun to get closer to a product in this way. Customers love that.” Another advantage is that everything is done from anywhere. Especially for products that are difficult to transport or visualize, a completely new (experience) space is created here. With VR technology, it no longer matters where you are on the globe. Such a presentation with VR can literally be pulled out of your pocket. All you need is VR glasses or a tablet or smartphone.
A virtual showroom is boundless. Neither the size of products, nor the type play a role. Everything is possible here. Exciting insights, information