Virtual or Immersive Stores: A Dichotomy or the Basis for the “New Point of Sale”?

In this study, we propose an innovative concept store, where virtual and augmented reality become attracting and motivating factors for consumers. In particular, the purpose of the present study is to examine the relevance of the concepts of virtual and immersive stores from a managerial standpoint. It aims to investigate the influence of an immersive store on consumer perception of the innovative retail environment, shopping enjoyment, quality of the experience and satisfaction. The analysis based on Structural Equation Model (SEM) aims to carry out significant relationships among the identified variables, supporting the main hypothesis that immersive and interactive store based on 3D virtual environments and products are more attractive for a larger wide of consumers. Managerial and marketing implications of this store are theoretically discussed, showing how the new perspective based on advanced technologies might represent the fundament for the further developments of innovative points of sale.