Immersive environments for an advanced technology-based store

This paper focuses on the development of an innovative store based on the use of immersive environments. The aim of this technology-based store is to catch more consumers' attention by providing new and efficient services. In particular, this novel store concept exploits the most advanced virtual reality tools, input devices (i.e. data glove, motion tracker, etc.) and studies in the human-computer interaction. In this way, the interaction with the system is more realistic, and as a consequence the consumers' feeling of presence in the virtual store improves. The paper shows the prototype of an immersive store, by outlining the users' virtual navigation, system architecture and functioning. Furthermore, the paper carries out the possible implications for both consumers and retailers emerging by the introduction of this technology in the traditional store.