Modeling innovative points of sales through virtual and immersive technologies

This study examines the benefits of virtual and augmented reality for retailing in order to propose a theoretical framework for the development of innovative and efficient stores. The purpose is to investigate the relevance of advanced technologies in the points of sale from user’s standpoint for deeply understanding their influence on consumer’s perception. The study gathers data from 150 respondents for investigating the influence on consumers in terms of ease of use, enjoyment and store perception. To achieve this goal, the research focuses on Structural Equation Model (SEM) approach to map the correlations among variables. The results illustrate consumer’s response towards the introduction of virtual and immersive technologies in traditional points of sales. Specifically, they are prompted to use these stores, which became more attractive and appealing. Managerial and marketing implications are also theoretically discussed, showing how an immersive store might represent the starting point for further advances in retailing.