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<p>Pfeiffer, J., &amp; 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</p>

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NIM Marketing Intelligence Review – Virtual Consumer Experiences - The Future of Shopping in the Metaverse

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

Immersive Experience Consumer Experience Augmented Reality Virtual Reality Metaverse

Authors

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

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

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