target audience: TECH SUPPLIER  Publication date: Feb 2023 - Document type: Market Presentation - Doc  Document number: # EUR150408623

Immersive Retail Customer Experience


  • Ornella Urso Loading
  • Sofia Poggi Loading


  • 28 slides

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This IDC Market Presentation provides an overview of industry priorities, use cases, and technologies that are shaping retailers' and brands' augmented customer experience in the context of general turmoil surrounding virtual/immersive worlds. It introduces IDC's Immersive Customer Experience Framework and shows how retailers' personalization maturity and channel(s) orchestration are foundational for the achievement of immersive customer journeys. Future investments in the implementation of augmented-experience-enabling technologies (e.g., virtual assistants, AR/VR experiences, NFTs, and digital twins) are also presented across retail subsegments. Key findings in this presentation are sourced from IDC's original Retail Consumer Insights 2022, Global Retail Operating Models 2022, and Future of Customers and Consumers 2021 Surveys. Finally, the research identifies case studies of immersive technology implementations and delineates three immediate actions for retailers aiming at embarking on metaverse-like immersive journeys.


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