The examination of virtual reality

What is it about?

Virtual reality (VR), as a multi-sensory experience, plays a prominent role in the contemporary business landscape. This paper investigates the effects of the accelerating adoption of head-mounted devices by brands and consumers on retailers’ in-store traffic and discusses how VR could complement the consumer experience across the shopping journey.

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Why is it important?

The proliferation of VR has occupied the interest of researchers and executives alike across the world. Its echoing impact on the future of retail business can no longer be overlooked. Businesses are increasingly shifting gears towards the adoption of VR technology within their business streams shaping the way they present their products and molding the means through which they deliver service and enjoyable customer experience to end users. This research paper shed light on the increasing importance of VR and gauges the perceived value of experts in the field towards this technology.