scholarly journals Exploiting fashion x-commerce through the empowerment of voice in the fashion virtual reality arena

2021 ◽  
Author(s):  
Elena Morotti ◽  
Lorenzo Stacchio ◽  
Lorenzo Donatiello ◽  
Marco Roccetti ◽  
Jari Tarabelli ◽  
...  
Keyword(s):  
Virtual Reality ◽  
Large Class ◽  
Progressive Decrease ◽  
Design And Implementation ◽  
Shopping Experience ◽  
Brick And Mortar ◽  
Ongoing Development ◽  
Store Environment ◽  
The Voice ◽  
Vocal Interactions

AbstractThe ongoing development of eXtended Reality (XR) technologies is supporting a rapid increase of their performances along with a progressive decrease of their costs, making them more and more attractive for a large class of consumers. As a result, their widespread use is expected within the next few years. This may foster new opportunities for e-commerce strategies, giving birth to an XR-based commerce (x-commerce) ecosystem. With respect to web and mobile-based shopping experiences, x-commerce could more easily support brick-and-mortar store-like experiences. One interesting and consolidated one amounts to the interactions among customers and shop assistants inside fashion stores. In this work, we concentrate on such aspects with the design and implementation of an XR-based shopping experience, where vocal dialogues with an Amazon Alexa virtual assistant are supported, to experiment with a more natural and familiar contact with the store environment. To verify the validity of such an approach, we asked a group of fashion experts to try two different XR store experiences: with and without the voice assistant integration. The users are then asked to answer a questionnaire to rate their experiences. The results support the hypothesis that vocal interactions may contribute to increasing the acceptance and comfortable perception of XR-based fashion shopping.

scholarly journals Tackling the ‘death’ of brick-and-mortar clothing retailers through store atmospherics and customer experience

2021 ◽  
Vol 17 (3) ◽  
pp. 157-168
Author(s):  
Etuhole Angula ◽  
Valencia Melissa Zulu
Keyword(s):  
Structural Equation ◽  
Customer Experience ◽  
Essential Elements ◽  
Academic Leaders ◽  
Shopping Experience ◽  
Brick And Mortar ◽  
Survey Results ◽  
Store Environment ◽  
The University ◽  
The City

The threat of online shopping propels brick-and-mortar retailers to innovate and design their retail atmosphere to create unforgettable shopping experiences to compete effectively and retain customers. The study firstly identifies store atmospherics factors that enhance the shopping experience and secondly explores the hypothesized relationships between store atmospherics dimensions (lighting, music, layout, and employee interaction) and customer experience. Furthermore, the effect of customer experience and repurchase intention is also explored. A self-administered survey was used, and data were collected from 390 respondents who visit physical clothing stores regularly in the City of Johannesburg in South Africa. The survey results were analyzed using the Statistical Package for Social Sciences (SPSS) for descriptive statistics. Covariance-Based Structural Equation Modelling (CB-SEM) was utilized for the path analysis. The findings reveal that only store layout, lighting, and employee interaction are essential elements in creating pleasurable customer in-store experiences (β = 0.163, p = 0.05; β = 0.207, p = 0.01; β = 0.293, p = 0.001). It is also evident that consumers perceive music to be less effective in enhancing their shopping experiences (β = 0.048, p = ns). Moreover, the results show that enriching customer experiences stimulate repeat purchases (β = 0.745, p = 0.001). The findings demonstrate that innovating the store environment should be based on shop layout, illumination, and employee contact to create appealing experiences. This study contributes to consumer and retailing services literature. Acknowledgment This study is based on the research supported partly by the University of the Witwatersrand Chancellor’s Female Academic Leaders Fellowship.

Design and Implementation Considerations for Virtual Reality in Human Services

2021 ◽  
pp. 1-4
Author(s):  
Cole L. Benson ◽  
Chad McDonald ◽  
Matthew J. Davis ◽  
Josh A. Raines
Keyword(s):  
Virtual Reality ◽  
Human Services ◽  
Design And Implementation

scholarly journals Recognition of Customers’ Impulsivity from Behavioral Patterns in Virtual Reality

2021 ◽  
Vol 11 (10) ◽  
pp. 4399
Author(s):  
Masoud Moghaddasi ◽  
Javier Marín-Morales ◽  
Jaikishan Khatri ◽  
Jaime Guixeres ◽  
Irene Alice Chicchi Giglioli ◽  
...  
Keyword(s):  
Virtual Reality ◽  
Sensation Seeking ◽  
Support Vector Machine Classifier ◽  
Support Vector ◽  
Behavioral Patterns ◽  
Consumer Experience ◽  
Shopping Experience ◽  
Temporal And Spatial ◽  
Informative Signals ◽  
Exploration Task

Virtual reality (VR) in retailing (V-commerce) has been proven to enhance the consumer experience. Thus, this technology is beneficial to study behavioral patterns by offering the opportunity to infer customers’ personality traits based on their behavior. This study aims to recognize impulsivity using behavioral patterns. For this goal, 60 subjects performed three tasks—one exploration task and two planned tasks—in a virtual market. Four noninvasive signals (eye-tracking, navigation, posture, and interactions), which are available in commercial VR devices, were recorded, and a set of features were extracted and categorized into zonal, general, kinematic, temporal, and spatial types. They were input into a support vector machine classifier to recognize the impulsivity of the subjects based on the I-8 questionnaire, achieving an accuracy of 87%. The results suggest that, while the exploration task can reveal general impulsivity, other subscales such as perseverance and sensation-seeking are more related to planned tasks. The results also show that posture and interaction are the most informative signals. Our findings validate the recognition of customer impulsivity using sensors incorporated into commercial VR devices. Such information can provide a personalized shopping experience in future virtual shops.

Online versus offline: preferred retail choice for premium brand purchase

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rituparna Basu ◽  
Neena Sondhi
Keyword(s):  
Predictive Model ◽  
Logit Analysis ◽  
Chi Square ◽  
Content Type ◽  
Sales Personnel ◽  
Study Results ◽  
Shopping Experience ◽  
Brick And Mortar ◽  
Chi Square Analysis ◽  
Retail Format

PurposeThis exploratory study aims to examine the prevalent triggers that motivate a premium brand purchase in an online vs offline retail format.Design/methodology/approachA binary logit analysis is used to build a predictive model to assess the likelihood of the premium brand consumer seeking an online or an offline platform. Demographic and usage-based profile of the two set of consumers is established through a chi-square analysis.FindingsThree hundred and forty six urban consumers of premium branded apparels residing in two Indian Metros were studied. A predictive model with 89.6% accuracy was validated for distinguishing premium brand buyers who shop at brick-and-mortar store or online platforms. Quality and finish were factors sought by the online buyer, whereas autotelic need, pleasurable shopping experience and social approval were important triggers for an in-store purchase.Research limitations/implicationsThe study posits divergent demographics and motivational drivers that led to an online vs offline purchase. Though interesting and directional, the study results need to be examined across geographies and categories for establishing the generalizability of the findings.Practical implicationsThe study findings indicate that premium brand manufacturers can devise an omni-channel strategy that is largely tilted toward the online platform, as the quality conscious and brand aware consumer is confident and thus open to an online purchase. The implication for the physical outlet on the other hand is to ensure exclusive store atmospherics and knowledgeable but non-intrusive sales personnel.Originality/valueThe study is unique as it successfully builds a predictive model to forecast online vs offline purchase decisions among urban millennials.

Click to Brick

2019 ◽  
pp. 171-180
Author(s):  
Abhishek Gupta ◽  
Abhishek Goyal
Keyword(s):  
Virtual Reality ◽  
Augmented Reality ◽  
New Media ◽  
High Speed ◽  
Customer Experience ◽  
Technological Revolution ◽  
Brick And Mortar ◽  
Ready Availability ◽  
High Speed Data ◽  
New Generation

In 2017, India witnessed a new technological revolution in new media marketing fueled by the ready availability of high speed data and the emergence of a new generation of advance visualization solutions like virtual reality and augmented reality. Brands today are now focusing on distinguishing themselves from their competitors by redefining the customer experience and engaging them into their brand story. Myntra conceived the idea of creating its own brand of clothing for the travelers called Roadster focused over the needs of new generation of tech-savvy millennial customers. After the initial success of Roadster, it decided to bring Roadster closer to the customers in the form of brick and mortar showroom, opening its first ever store in Bangalore with a revolutionary virtual reality-based gamification experience, Highway 360, for experiential personalized shopping.

scholarly journals The controllable elements of the total retail experience: A study of clothing shoppers

2003 ◽  
Vol 6 (1) ◽  
pp. 143-158 ◽  
Author(s):  
N. S. Terblanche ◽  
C. Boshoff
Keyword(s):  
Data Analysis ◽  
Scale Development ◽  
Retail Store ◽  
Major Objective ◽  
Five Dimensions ◽  
Personal Interaction ◽  
Complaint Handling ◽  
Shopping Experience ◽  
Clothing Store ◽  
Store Environment

Retail clothing stores continually have to adapt to marketplace demands to remain competitive. Customer retention has become a major objective for many clothing retailers. This study combines the management of a number of the controllable personal and non-personal elements that a customer are exposed to and interacts within a retail store, as part of the shopping experience. The data analysis procedures closely followed the guidelines for scale development suggested by Churchill (1979). The empirical results suggest that there are five dimensions considered important by consumers when assessing their satisfaction with a total retail experience in a clothing store. These are: merchandise value, internal store environment, personal interaction with staff, merchandise variety and complaint handling.

Cosmic Worm in the CAVE: Steering a High-Performance Computing Application from a Virtual Environment

1995 ◽  
Vol 4 (2) ◽  
pp. 121-129 ◽  
Author(s):  
Trina M. Roy ◽  
Carolina Cruz-Neira ◽  
Thomas A. DeFanti
Keyword(s):  
Virtual Reality ◽  
Virtual Environment ◽  
Distributed System ◽  
High Performance ◽  
Research Subject ◽  
Virtual Reality Environment ◽  
Scientific Application ◽  
Design And Implementation ◽  
Scientific Simulations ◽  
Performance Computing

Developing graphic interfaces to steer high-performance scientific computations has been a research subject in recent years. Now, computational scientists are starting to use virtual reality environments to explore the results of their simulations. In most cases, the virtual reality environment acts on precomputed data; however, the use of virtual reality environments for the dynamic steering of distributed scientific simulations is a growing area of research. We present in this paper the initial design and implementation of a distributed system that uses our virtual reality environment, the CAVE, to control and steer scientific simulations being computed on remote supercomputers. We discuss some of the more relevant features of virtual reality interfaces, emphasizing those of the CAVE, describe the distributed system developed, and present a scientific application, the Cosmic Worm, that makes extensive use of the distributed system.

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