Unlocking the VR Potential in Retail
Rehan Iftikhar · 2025
This chapter explores the integration of Virtual Reality (VR) within the retail sector, highlighting its potentially transformative impact on shopping experiences. As VR technology evolves, its applications in retail have expanded from basic 3D visualisations to immersive virtual environments that significantly enhance customer interaction and engagement. This chapter introduces various VR applications in retail, ranging from low-immersion applications such as interactive 3D models and virtual tours to high-immersion environments such as full VR stores and VR pop-up stores. It also examines the potential VR applications that can help retailers deliver personalised and immersive experiences in the omnichannel retail environment. The chapter concludes with the identification of the challenges for the successful integration of VR in retail along with potential research opportunities to overcome the identified challenges.