Phygital customer experience strategy enabled by extended reality technology (ERT)
Wided Batat · Edward Elgar Publishing eBooks · 2022
Extended reality technology (ERT) includes various visualization tools such as avatars, virtual models in 3D, or virtual and augmented reality devices that companies can incorporate in their digital strategies to design immersive and realistic customer experiences. Thus, using ERT allows companies to offer their customers the possibility of visualizing and personalizing products online, and thus they are more inclined to buy the product, as their perception of the displayed image is positive. This chapter aims to answer the following questions: what does ERT mean? What are its devices? And how can companies use ERT to create immersive shopping experiences that connect digital and physical settings, leading customers to experience their online purchase as if the experience is occurring in physical stores?