Computer-simulated environments in the commercial sector: enhancing customer experience through 3D spherical image technology

Abstract

This build and test study investigated the use of immersive environments in the commercial sector, focusing on 3D Spherical Image Technology to enhance the customer experience and explored user engagement in virtual reality experiences, in the context of integrated marketing communication (IMC). A 3D immersive shop was developed and tested on seven people with marketing experience to determine customer satisfaction. Seven themes emerged from the interview data: Pandemic challenges, design challenges, design improvement, safety during the pandemic, accessibility, business growth and efficiency. Four themes emerged for further research: Effectiveness and Impact of immersive marketing, technical considerations, business strategies and adaptation, and social media and consumer behavior.