Immersive commerce is an extension of

e-commerce E-commerce (electronic commerce) is the activity of electronically buying or selling of products on online services or over the Internet. E-commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain manageme ...

that focuses on improving

customer experience Customer experience (CX) is a totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages. Pine and Gilmore described the ...

by using

augmented reality Augmented reality (AR) is an interactive experience that combines the real world and computer-generated content. The content can span multiple sensory modalities, including visual, auditory, haptic, somatosensory and olfactory. AR can be de ...

virtual reality Virtual reality (VR) is a simulated experience that employs pose tracking and 3D near-eye displays to give the user an immersive feel of a virtual world. Applications of virtual reality include entertainment (particularly video games), educ ...

and

immersive technology Immersion into virtual reality (VR) is a perception of being physically present in a non-physical world. The perception is created by surrounding the user of the VR system in images, sound or other stimuli that provide an engrossing total enviro ...

to create virtual smart stores from existing

brick and mortar Brick and mortar (also bricks and mortar or B&M) refers to a physical presence of an organization or business in a building or other structure. The term ''brick-and-mortar business'' is often used to refer to a company that possesses or leases r ...

locations. Rather than an iteration of traditional e-commerce, immersive commerce is a form of

online shopping Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser or a mobile app. Consumers find a product of interest by visiting the website of the r ...

that blends physical elements of traditional stores (i.e. rows, shelves, racks, counters, etc.) with digital elements of traditional e-commerce web sites (i.e.

mobile commerce The term mobile commerce was originally coined in 1997 by Kevin Duffey at the launch of the Global Mobile Commerce Forum, to mean "the delivery of electronic commerce capabilities directly into the consumer’s hand, anywhere, via wireless techno ...

electronic funds transfer Electronic funds transfer (EFT) is the electronic transfer of money from one bank account to another, either within a single financial institution or across multiple institutions, via computer-based systems, without the direct intervention of b ...

supply chain management In commerce, supply chain management (SCM) is the management of the flow of goods and services including all processes that transform raw materials into final products between businesses and locations. This can include the movement and stor ...

digital marketing Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development duri ...

online transaction processing In online transaction processing (OLTP), information systems typically facilitate and manage transaction-oriented applications. This is contrasted with online analytical processing. The term "transaction" can have two different meanings, both of wh ...

, electronic data interchange, inventory management systems, automated data collection systems and CRM). Immersive commerce platforms give consumers the ability to browse and shop aisles of a virtual store using any online device.

Purpose

Customers can view

three-dimensional Three-dimensional space (also: 3D space, 3-space or, rarely, tri-dimensional space) is a geometric setting in which three values (called ''parameters'') are required to determine the position of an element (i.e., point). This is the informal ...

images of all products within a retailer's

SKU In inventory management, a stock keeping unit (abbreviated as SKU and pronounced or ) is the unit of measure in which the stocks of a material are managed. Or to put it another way; is a distinct type of item for sale, purchased, or tracked in ...

inventory. For retailers, immersive commerce seeks to provide

omnichannel Omnichannel is a neologism describing a business strategy. According to ''Frost & Sullivan'', omnichannel is defined as "seamless and effortless, high-quality customer experiences that occur within and between contact channels". History "Omnis" is ...

touchpoint A touchpoint can be defined as any way consumers can interact with a business organization, whether it be person-to-person, through a website, an app or any form of communication (“Touchpoint Glossary”, n.d.). When consumers come in contact ...

data from the customer, including from social media, allowing retailers to continually optimize their offers in real time. By applying technology, retailers create appealing and visually-stimulating interior and exterior of the stores that motivate consumers to enjoy the shopping process and in-store time spending. It also provides retailers with an increased ability to market their brands and provides co-branding opportunities with suppliers.

References

E-commerce User interface techniques Augmented reality {{business-stub