Interview: Diving into a New Reality - How Immersive Experiences along the Customer Journey Succeed

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Pfeiffer, J., & Weiss, J. (2023). Diving into a New Reality: How Immersive Experiences along the Customer Journey Succeed. NIM Marketing Intelligence Review, 15(2) 54-59. https://doi.org/10.2478/nimmir-2023-0018

Year

2023

Authors

Prof. Dr. Jella Pfeiffer

Publication title

Interview: Diving into a New Reality - How Immersive Experiences along the Customer Journey Succeed

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NIM Marketing Intelligence Review

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Keywords: Immersive Experience, Consumer Experience, Augmented Reality, Virtual Reality, Metaverse, Virtual Touchpoints

Abstract:
Brand communication is entering a new era. Immersive technologies such as augmented reality (AR) ) and virtual reality (VR) enable memorable experiences along the entire customer journey as the combination of real and virtual elements creates innovative forms of consumer-brand interaction. Read in our interview how to implement successful immersive campaigns that people care about and share on social media. Julian Weiss, co-founder and CEO of Hamburg-based agency headraft, expects many more XR (extended reality) applications as “retailing will increasingly become an experience space.” He sees their greatest potential in a symbiosis of real and virtual elements.

Authors

Prof. Dr. Jella Pfeiffer, Professor of Business Administration and Information Systems, University of Stuttgart

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Here you can find more exciting articles of this issue.

To the entire issue

Virtual commerce holds the potential to transform the shopping experience by offering several benefits.

The metaverse will empower brands to deliver products and services that are impossible in the real world.

The metaverse as a purely virtual world is still a vision, but brands can already benefit from AR applications today.

Many companies have turned to offering extended reality applications to help customers imagine product benefits.

Sensory experiences within virtual reality are mostly visual and auditory. Addressing additional senses is technically challenging.

The multiple applications of extended reality in consumer research are ubiquitous and promising.

Providers of humanoid robots should integrate eye contact and other non-verbal cues into their services.

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