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Published in:
Multisensory in Stationary Retail: Principles and Practice in Customer-Centered Store Design – Neuromerchandising at the Point of Sale Read chapter Read first chapter

2023 | OriginalPaper | Chapter

14. Consumer Experience Through the Use of Mixed Reality in Shopping Environments

Author : Christian Zagel

Published in: Multisensory in Stationary Retail

Publisher: Springer Fachmedien Wiesbaden

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Abstract

Dressing rooms are one of the most important elements in the clothing business. Despite their importance for both customers and businesses, their appearance and function have hardly changed in the last 100 years. This paper presents the concept of an interactive changing room developed based on a human-centered design approach. A combination of various technologies such as RFID, touch-sensitive surfaces as well as powerwalls is used to create an immersive, virtual and multi-sensory shopping experience. In addition to supporting the customer during the fitting and buying process by offering detailed product information, the system also enables the connection to independent recommendation systems and social networks. The system is specifically geared towards the target group of Generation Z, i.e., 14–25 year olds, and aims to create a completely new experience by enhancing the emotional aspects. Design recommendations are derived that can be transferred to other systems.

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previous chapter Digital Presence in Physical Shopping: From a “Benefit-Oriented Approach” to Successful Customer Engagement
next chapter Synthesis: Phygital – The Dawn of a New Age of the Senses
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Metadata
Title
Consumer Experience Through the Use of Mixed Reality in Shopping Environments
Author
Christian Zagel
Copyright Year
2023
Book
Multisensory in Stationary Retail

Print ISBN: 978-3-658-38226-1

Electronic ISBN: 978-3-658-38227-8

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-658-38227-8_14