To what extent are virtual stores a relevant engaging experience for beauty customers

Abstract

The beauty industry has been making efforts to consecutively embrace emerging technologies, and as the new desire for premium experiences becomes clear, it has begun to explore the use of Virtual Reality in practice. In consequence, beauty brands started developing 360-degree 3D virtual storefronts. The following paper aims to investigate to what extent those virtual stores are a relevant and engaging experience for beauty customers. Furthermore, to assess which factors are relevant for the engagement. To do so, qualitative research in the form of semi-structured interviews is conducted, and thematic analysis is carried out to provide meaningful results.