The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing

Virtual reality (VR), as a multi-sensory experience, plays a prominent role in the contemporary business landscape. This paper investigates the effects of the accelerating adoption of head-mounted devices by brands and consumers on retailers' in-store traffic and discusses how VR could complement the consumer experience across the shopping journey. A qualitative research design interviewing both experts and consumers was adopted. The findings show that there is an expectations' gap buildup through the usage of VR versus what could be the actual generic in-store experience. Risks and potentials of VR within the shopping journey vis-a-vis brands and retailers are discussed.