Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
The integration of augmented reality (AR) and virtual reality (VR) technologies in the brand and retail sectors prompts a reevaluation of business strategies to enhance consumer interaction and engagement in the metaverse. This thesis examines the transformative potential of AR and VR in revitalizing traditional retail through immersive shopping experiences that not only attract but also retain customers more effectively. The combination of AR and VR holds significant potential for retailers and brands, offering new ways to engage with customers through virtual showrooms, interactive product demonstrations, and personalized shopping experiences. This not only enhances the consumer experience but also opens innovative avenues for customer interaction and engagement, potentially transforming the retail landscape significantly. Together, AR and VR drive the metaverse's core functionality by creating immersive environments. It explores the strategic utilization of avatars, personalized digital representations that enhance user presence and interaction within the metaverse. These avatars, tailored to reflect the diverse identities and preferences of users, play a crucial role in making digital interactions more relatable and engaging, thereby improving customer satisfaction, and fostering brand loyalty. The literature review and the following interviews led us to reconsider the democratization of these new technologies, and within the metaverse. Moreover, the thesis addresses the challenges and skepticism surrounding the adoption of these technologies, such as potential resistance due the novelty of the subject, the concerns, and the discomfort some users experience in virtual environments. Additionally, the thesis underscores the importance of leadership collaboration and continuous technological adaptation within organizational frameworks to keep pace with rapid advancements in AR and VR technologies. It concludes with strategic recommendations for retail leaders to navigate the complexities of integrating these innovative technologies, highlighting the need for new approaches that leverage personalized customer experiences in the evolving digital landscape.
