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To what extent are virtual stores a relevant engaging experience for beauty customers
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Customer engagement Customer experience Virtual stores Virtual reality Beauty industry