En Route for V-commerce: Virtual Reality as a Driving Force of Retail

As our society becomes ever more digitised, data is also becoming increasingly widespread in all sectors. More is now known about consumer trends, purchasing pathways as well as the day-to-day lives of the world. Retail is thereby evolving and reinventing itself at an ever-faster pace via e-commerce, m-commerce, social networks, and now V-commerce, centred on the use of virtual reality; a virtual reality which fosters a human and emotional dimension. With big data becoming increasingly widespread, it is now easy, or even automatic, to save and analyse it. Data represents a fantastic source of relevant information on consumers: their...

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