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How are advancements in virtual and augmented reality expected to influence the customer decision journey in retail and e-commerce?


This article provides a detailed response to: How are advancements in virtual and augmented reality expected to influence the customer decision journey in retail and e-commerce? For a comprehensive understanding of Customer Decision Journey, we also include relevant case studies for further reading and links to Customer Decision Journey best practice resources.

TLDR Explore how VR and AR technologies revolutionize Retail and E-commerce by enhancing Product Visualization, Personalization, and Operational Efficiency, driving customer engagement and loyalty.

Reading time: 4 minutes


Advancements in Virtual Reality (VR) and Augmented Reality (AR) are rapidly transforming the retail and e-commerce landscapes, offering immersive and interactive experiences that significantly influence the customer decision journey. These technologies are not just reshaping how consumers browse and buy products but are also redefining the standards of customer engagement and personalization. As organizations strive to stay competitive in the digital age, understanding the impact of VR and AR on consumer behavior is crucial for Strategic Planning and Innovation.

Enhancing Product Visualization and Engagement

One of the most significant impacts of VR and AR technologies in retail and e-commerce is the enhancement of product visualization and engagement. Through AR, customers can see how a product would look in their environment without physically having it. For example, furniture retailers like IKEA have leveraged AR to allow customers to visualize how a piece of furniture would fit and look in their space before making a purchase decision. This level of interaction not only increases consumer confidence in their purchase but also reduces the likelihood of returns, a major concern in the e-commerce sector.

VR takes product engagement a step further by immersing customers in a virtual environment where they can interact with products in a 3D space. This is particularly beneficial for high-value items or experiences, such as real estate and luxury goods, where the tactile and spatial aspects of the shopping experience are crucial. By providing a virtual "try before you buy" experience, organizations can significantly enhance the customer decision journey, leading to higher conversion rates and customer satisfaction.

Statistics from leading market research firms indicate that AR and VR technologies can increase conversion rates by up to 40% for products viewed in AR or VR. This is a testament to the power of immersive technologies in bridging the gap between online shopping and the physical retail experience, offering a compelling value proposition for both consumers and retailers.

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Personalization and Customization

AR and VR also play a pivotal role in personalization and customization, key drivers of customer loyalty and repeat business in today's retail environment. Through these technologies, organizations can offer personalized shopping experiences that cater to the individual preferences and needs of their customers. For instance, fashion retailers are using AR to allow customers to "try on" clothes virtually, combining this with AI to suggest sizes, styles, and colors based on the customer's body shape, past purchases, and browsing history.

Furthermore, VR can create highly personalized shopping environments for customers, such as virtual stores designed to match their preferences or virtual showrooms that showcase products based on their browsing behavior. This level of personalization not only enhances the shopping experience but also fosters a deeper connection between the brand and the consumer, driving brand loyalty and advocacy.

According to a report by Accenture, 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. This underscores the importance of leveraging AR and VR technologies not just for product visualization, but also for creating personalized shopping experiences that resonate with consumers on a deeper level.

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Operational Excellence and Cost Reduction

From an operational perspective, VR and AR technologies offer significant benefits in terms of efficiency and cost reduction. For retailers, the ability to showcase products virtually reduces the need for physical inventory, thereby lowering the costs associated with storage, display, and unsold goods. This is particularly relevant for organizations with extensive product lines or those dealing in high-value items where inventory costs can be prohibitive.

In addition, VR and AR can streamline the product development process by enabling designers and engineers to create and test prototypes in a virtual environment. This not only accelerates the time to market but also reduces the costs associated with physical prototyping and testing. For example, automotive manufacturers are using VR to design and test new vehicle models, significantly reducing the development cycle and enabling faster iteration based on consumer feedback.

Moreover, AR and VR technologies can enhance employee training and development, leading to improved customer service and operational efficiency. Virtual training programs can simulate real-world scenarios, allowing employees to gain hands-on experience without the risks or costs associated with on-the-job training. This is especially beneficial in sectors like healthcare and manufacturing, where precision and accuracy are critical.

In conclusion, the advancements in VR and AR technologies are set to revolutionize the retail and e-commerce sectors, offering unprecedented opportunities for enhancing product visualization, personalization, and operational efficiency. As these technologies continue to evolve, organizations that effectively integrate them into their customer decision journey will be well-positioned to capture the attention and loyalty of the modern consumer, driving growth and innovation in the digital age.

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Best Practices in Customer Decision Journey

Here are best practices relevant to Customer Decision Journey from the Flevy Marketplace. View all our Customer Decision Journey materials here.

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Explore all of our best practices in: Customer Decision Journey

Customer Decision Journey Case Studies

For a practical understanding of Customer Decision Journey, take a look at these case studies.

Improved Customer Journey Strategy for a Global Telecommunications Firm

Scenario: A global telecommunications firm is facing challenges with its customer journey process, witnessing increasing customer churn rate and dwindling customer loyalty levels.

Read Full Case Study

Customer Journey Refinement for Construction Materials Distributor

Scenario: The organization in question operates within the construction materials distribution space, facing a challenge in optimizing its Customer Journey to better serve its contractors and retail partners.

Read Full Case Study

Digital Transformation Initiative: Customer Journey Mapping for a Global Retailer

Scenario: A large international retail firm is struggling with increasing customer attrition rates and plummeting customer satisfaction scores.

Read Full Case Study

Customer Journey Mapping for Cosmetics Brand in Competitive Market

Scenario: The organization in focus is a mid-sized cosmetics brand that operates in a highly competitive sector.

Read Full Case Study

Enhancing Consumer Decision Journey for Global Retail Company

Scenario: An international retail organization is grappling with navigating the current complexities of the Consumer Decision Journey (CDJ).

Read Full Case Study

Retail Customer Experience Transformation for Luxury Fashion

Scenario: The organization in question operates within the luxury fashion retail sector and is grappling with the challenge of redefining its Customer Decision Journey to align with the rapidly evolving digital landscape.

Read Full Case Study

Explore all Flevy Management Case Studies

Related Questions

Here are our additional questions you may be interested in.

How is the rise of AI and machine learning transforming the personalization aspect of the customer journey?
The rise of AI and ML is revolutionizing personalization in the customer journey by enabling dynamic, predictive, and engaging experiences through data analytics, predictive analytics, and real-time personalization, significantly enhancing customer satisfaction, loyalty, and business growth. [Read full explanation]
What role does customer feedback play in refining the customer journey, and how can it be effectively integrated?
Customer feedback is crucial for refining the customer journey, enhancing Customer Satisfaction, Loyalty, and ROI through data-driven decisions, cross-functional collaboration, and continuous improvement. [Read full explanation]
What role does employee training play in optimizing the customer decision journey, and how can businesses implement effective training programs?
Employee training is crucial for optimizing the customer decision journey, enhancing customer satisfaction and loyalty through skills development and strategic training programs aligned with company objectives. [Read full explanation]
How can companies leverage AI and machine learning more effectively to predict changes in consumer behavior during the Consumer Decision Journey?
Companies can gain Competitive Advantage by leveraging AI and machine learning to analyze data across the Consumer Decision Journey, enabling personalized marketing strategies and improved customer satisfaction. [Read full explanation]
How does Customer Journey Mapping integrate with agile methodologies in product and service development?
Integrating Customer Journey Mapping (CJM) with Agile methodologies enhances product and service development through a dynamic, customer-centric approach, prioritizing features based on customer experience and encouraging continuous feedback, leading to improved customer satisfaction and operational performance. [Read full explanation]
In what ways can the alignment of internal teams around the customer journey enhance overall business performance?
Aligning internal teams around the Customer Journey enhances Business Performance by improving Customer Satisfaction, driving Operational Efficiency, fostering Innovation, and boosting Revenue Growth and Market Position. [Read full explanation]

Source: Executive Q&A: Customer Decision Journey Questions, Flevy Management Insights, 2024


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