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- Title
Die Realität im Einzelhandel erweitern.
- Authors
Gahler, Markus; Neubauer, Melina
- Abstract
The article deals with the use of metaverse applications in retail along the customer journey. Based on research findings and metaverse projects, a classification scheme has been developed that recommends XR applications for various touchpoints. Interactive billboards, posters, and shop windows are suitable for promoting products in the metaverse. Virtual showrooms and interactive shelves can be used in the consideration phase. XR applications for payment and product processing are relevant in the purchase phase. The implementation of XR applications in retail enables a smooth transaction process and the establishment of an emotional connection between customers and products. However, data protection concerns may arise, which is why measures should be implemented to ensure the security of customer data. XR applications in the product usage and product service phases offer practical application experiences and promote an emotional connection. The integration of XR applications along the customer journey offers many advantages but has two central limitations. Firstly, XR technologies are diverse and dynamic, requiring various technical variations and continuous development. Secondly, XR applications can bring ethical and moral challenges, such as neglecting social norms and violating privacy. Researchers and practitioners should consider these limitations and empirically investigate how different technical variations can contribute to an outstanding customer experience. Research and practice should examine how rules in the metaverse can contribute to healthy usage behavior. Retailers must ensure that personal data is adequately protected and used.
- Subjects
SHARED virtual environments; CUSTOMER experience; CONSUMERS; DATA protection; PERSONALLY identifiable information; BILLBOARDS
- Publication
Marketing Review St. Gallen, 2024, Issue 2, p32
- ISSN
1865-6544
- Publication type
Article