The last few years have forever changed how we live, work, shop, and connect. One of the most lasting business shifts? The rise of virtualized services – turning once in-person experiences into digital, scalable, and often more accessible offerings.
What began as a necessary adaptation during the pandemic has become a core part of how businesses deliver value in 2025. Whether it’s your doctor appointment, fitness class, or real estate consult, customers have come to expect options that don’t require them to be there physically.
So what does that mean for your business?
In this article, we’ll look at a few standout brands that successfully evolved their services for the virtual space – and how you can think strategically about doing the same
Brand Spotlights: Lessons in Virtual Innovation
Planet Fitness: Keeping Members Moving (and Loyal)
When gym doors closed, Planet Fitness pivoted quickly by offering free virtual workouts through Facebook Live and their app. This move didn’t bring in new revenue directly, but it did keep their brand in front of millions of viewers, fostering a sense of community at a time when many people felt isolated.
In 2025, their digital workout library is still going strong – now integrated into their membership tiers, offering extra value beyond the in-gym experience.
Takeaway: Free virtual content can serve as a loyalty builder and brand expander, even if it’s not tied to immediate ROI.
Home Depot: Digital Paint Confidence
Home improvement soared during stay-at-home orders, and The Home Depot stepped up to meet demand. Their ProjectColor™ app lets users preview paint colors in their own spaces using augmented reality – removing the guesswork of tiny paint chips.
Now, in 2025, it’s more than a novelty. It’s a trusted tool that’s integrated with in-store and online purchasing, helping customers feel confident and reducing returns.
Takeaway: A helpful, branded app can improve the customer journey, reduce decision anxiety, and increase conversion – online and in-store
Airbnb: From Guest Stays to Global Experiences
When travel halted in 2020, Airbnb quickly adapted by launching Online Experiences – live, interactive sessions hosted by people around the world. From pasta-making with chefs in Italy to guided meditations in Japan, these virtual experiences helped Airbnb hosts stay connected with guests (and keep earning) during lockdown.
Now in 2025, Airbnb has evolved this concept into a revamped Experiences platform and launched a new category called Icons. These premium experiences go beyond virtual – offering once-in-a-lifetime opportunities like staying overnight in the Up house, spending a night at the Ferrari Museum, or attending a private concert with a global music icon.
Airbnb’s ongoing investment in immersive, story-driven offerings reflects a broader trend: customers want more than just a product or service – they want an experience they’ll remember.
Takeaway: Virtualization isn’t always about screens. It’s about access, storytelling, and creating moments that connect people to your brand – even from afar.
Retailers & Service Providers: Virtual Try-Ons and AR Tools
It’s not just global brands making virtual waves. Mid-sized businesses are embracing tech tools that were once out of reach. Examples include:
- Virtual try-ons for eyewear, makeup, and clothing using platforms like Perfect Corp and True Fit.
- Real-time interior design consultations via Zoom or platforms like Modsy.
- Virtual home tours for real estate, now expected by most homebuyers.
These aren’t just pandemic-era trends – they’ve reshaped consumer expectations across industries.
Should Your Business Go Virtual?
Before investing in new tech or reworking your services, take a step back and assess whether virtualization aligns with your goals.
Ask These 3 Questions:
- Can your service be delivered effectively online?
Not everything translates well. A therapist or trainer can connect virtually. A massage therapist? Not so much. Think critically about where you can replicate value in a digital format – maybe through follow-ups, planning tools, or consultations. - Are there new offerings you could introduce online?
You don’t need to recreate your entire service. Could you offer a free planning session, a members-only resource hub, or how-to video tutorials? These can enhance your core offering and give potential customers a no-risk way to engage. - Will it help you reach a larger or more diverse audience?
Going virtual can help you serve rural clients, working parents, or people with accessibility needs. Consider the upside: a broader customer base, better scheduling flexibility, and more scalable revenue streams.
How to Start Virtualizing the Right Way
Taking your service virtual doesn’t mean uploading a few videos and calling it a day. Success depends on intentional strategy, user-friendly platforms, and a seamless brand experience.
Here’s how to approach it:
- Start small. Pilot one aspect of your service before overhauling your model.
- Use tools that match your brand. Platforms like Zoom, Calendly, or Thinkific can help you test ideas affordably.
- Get feedback early. Send a survey, post a poll, or run a beta group to refine the experience.
- Build with scale in mind. Even a simple virtual consultation form or video series can create long-term value if integrated into your marketing and operations.
Final Thought: The Future Is Hybrid
Virtual isn’t replacing in-person – it’s enhancing it. Smart brands know that customers want options, not limitations. Whether you’re a local consultant or a national chain, offering flexible, accessible ways to interact with your brand is no longer optional – it’s expected.
Need help turning your idea into reality? At Sabre Digital Marketing, we help businesses reimagine their customer journey – from brand positioning to digital execution.
Let’s start the conversation: reachout@sabredigitalmarketing.com
Or learn more about our digital marketing services and how we help businesses thrive online.