Exploring Virtual Reality in Omnichannel Marketing: A Systematic Review

VR (Virtual Reality) is a technology that has been gaining more and more traction over the years, with a market that keeps on increasing in size and great opportunities. This research aims to obtain a better grasp on how VR will impact the future of omnichannel marketing, with a focus on retail. Some businesses have already begun taking advantage of these technologies. They coordinate the integration of both physical and digital channels used to interact with customers in order to improve the customer experience. VR is one such channel, and it offers consumers a whole new way to do their shopping. As technology evolves, it is important that businesses and people stay informed in order to adapt to an ever-changing market. VR is an innovative technology that a lot of potential companies could take advantage of and even gain a competitive advantage over other businesses. Through VR people and businesses are able to access the metaverse. The metaverse is a digital world parallel to our own where customers can interact with brands and their virtual products. By interacting with a virtual version of a product, consumers will have a better grasp of the product they are interested in and make better decisions when purchasing the real one. This not only raises consumer satisfaction but could also be very useful. To fully grasp what VR is capable of, a literature review was performed to understand what VR is in fact and how the metaverse can be used. Finally, a Prisma systematic review will be presented with the research question “How VR will impact the future of omnichannel marketing?”. This was done in order to obtain unbiased data from which conclusions can be drawn.