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A Multi-Sensory In-Store Virtual Reality Customer Journey for Retailing: A Field Study in a Furniture Flagship Store

Author

Listed:
  • Michele Fiorentino

    (Department of Mechanics, Mathematics, and Management, Polytechnic University of Bari, Via Orabona 4, 70126 Bari, Italy)

  • Marina Ricci

    (Department of Mechanics, Mathematics, and Management, Polytechnic University of Bari, Via Orabona 4, 70126 Bari, Italy)

  • Alessandro Evangelista

    (Department of Mechanics, Mathematics, and Management, Polytechnic University of Bari, Via Orabona 4, 70126 Bari, Italy)

  • Vito Modesto Manghisi

    (Department of Mechanics, Mathematics, and Management, Polytechnic University of Bari, Via Orabona 4, 70126 Bari, Italy)

  • Antonio Emmanuele Uva

    (Department of Mechanics, Mathematics, and Management, Polytechnic University of Bari, Via Orabona 4, 70126 Bari, Italy)

Abstract

The choice of furniture in a retail store is usually based on a product catalog and simplistic product renderings with different configurations. We present a preliminary field study that tests a Multi-Sensory In-Store Virtual Reality Customer Journey (MSISVRCJ) through a virtual catalog and a product configurator to support furnishings sales. The system allows customers to stay immersed in the virtual environment (VE) while the sales expert changes the colors, textures, and finishes of the furniture, also exploring different VEs. In addition, customers can experience realistic tactile feedback with in-store samples of furniture they can test. The journey is implemented for a furniture manufacturer and tested in a flagship store. Fifty real customers show positive feedback in terms of general satisfaction, perceived realism, and acceptance. This method can increase purchase confidence, reduce entrepreneurial costs, and leverage in-store versus online shopping.

Suggested Citation

  • Michele Fiorentino & Marina Ricci & Alessandro Evangelista & Vito Modesto Manghisi & Antonio Emmanuele Uva, 2022. "A Multi-Sensory In-Store Virtual Reality Customer Journey for Retailing: A Field Study in a Furniture Flagship Store," Future Internet, MDPI, vol. 14(12), pages 1-12, December.
    • Handle: RePEc:gam:jftint:v:14:y:2022:i:12:p:381-:d:1005977
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    References listed on IDEAS

    as
    1. Berman, Barry, 2019. "Flatlined: Combatting the death of retail stores," Business Horizons, Elsevier, vol. 62(1), pages 75-82.
    2. Pantano, Eleonora & Rese, Alexandra & Baier, Daniel, 2017. "Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 81-95.
    3. Willems, Kim & Smolders, Annelien & Brengman, Malaika & Luyten, Kris & Schöning, Johannes, 2017. "The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 228-242.
    4. Farah, Maya F. & Ramadan, Zahy B. & Harb, Dana H., 2019. "The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 136-143.
    5. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
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