NIM Marketing Intelligence Review

Virtual Consumer Experiences - The Future of Shopping in the Metaverse

Some companies are already experimenting in virtual space, and some are doing so quite successfully. Nevertheless, many questions remain: What is possible? What will be possible in the future? What is relevant and what is just a gimmick? We show Insights from research projects on how augmented reality, virtual reality, and mixed realities can impact consumer decisions. In the articles, you will also learn how to utilize these new technologies to gain more customer insights. Read the latest findings about the metaverse beyond the hype and get a clearer understanding of how your own business can benefit from offering virtual consumer experiences.

Guest Editor:
Jella Pfeiffer, Professor of Business Administration and Information Systems
University of Stuttgart, Germany

Metaverse Virtual Shopping Virtual Reality Augmented Reality Mixed Reality
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Issue Contents

From E-Commerce to Virtual Commerce: The Exciting Opportunities of Virtual Shopping

Virtual commerce holds the potential to transform the shopping experience by offering several benefits.

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In Search of a Head Start: Marketing Opportunities in the Metaverse

The metaverse will empower brands to deliver products and services that are impossible in the real world.

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Boosting Brands with Augmented Reality: Why and When it Works

The metaverse as a purely virtual world is still a vision, but brands can already benefit from AR applications today.

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Closing the Customer Imagination Gap with Augmented and Virtual Reality

Many companies have turned to offering extended reality applications to help customers imagine product benefits.

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The Homunculus in the Metaverse: Is Virtual Reality Prepared for Our Seven Senses?

Sensory experiences within virtual reality are mostly visual and auditory. Addressing additional senses is technically challenging.

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Neuroscience Goes Virtual: How to Measure Consumers’ Responses in Extended Realities

The multiple applications of extended reality in consumer research are ubiquitous and promising.

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Eye Contact Matters for Consumer Trust – Even with Robots

Providers of humanoid robots should integrate eye contact and other non-verbal cues into their services.

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Interview: Diving into a New Reality - How Immersive Experiences along the Customer Journey Succeed

Interview with Julian Weiss, CEO and founder of headraft

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Virtual Consumer Experiences - The Future of Shopping in the Metaverse

Metaverse Virtual Shopping Virtual Reality
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