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Consumer Experience Through the Use of Mixed Reality in Shopping Environments

In: Multisensory in Stationary Retail

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  • Christian Zagel

    (Hochschule Coburg)

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.

Suggested Citation

  • Christian Zagel, 2023. "Consumer Experience Through the Use of Mixed Reality in Shopping Environments," Springer Books, in: Gunnar Mau & Markus Schweizer & Christoph Oriet (ed.), Multisensory in Stationary Retail, chapter 14, pages 201-214, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38227-8_14
    DOI: 10.1007/978-3-658-38227-8_14
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