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Published in:
2022 | OriginalPaper | Chapter
4. Immersive Experiences in Retail Agglomerations: The Diffusion of Virtual and Augmented Reality Technologies
Author : Amela Dizdarevic
Published in: Der zukunftsfähige Handel
Publisher: Springer Fachmedien Wiesbaden
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Abstract
The offer of immersive technologies is widely discussed in theory. However, a look into practice shows that the implementation of virtual and augmented reality applications in retail agglomerations is rare. To shed light on this slow diffusion, the chapter reviews the usage of immersive technologies applied within shopping centres and inner cities. An illustration of best practices introduces the topic by giving an overview of the current state. It follows a discussion of potentials and challenges of the digital transformation in retailing. The sub-chapter involves statements from agglomeration experts from theory as well as practice delivering their opinions if and how retail agglomerations might benefit from drawing on immersive technologies.
