Mixed reality technologies such as VR and AR provide smart and digitalized solutions to the challenges of sustainable development in the current business life, by reducing the construction, marketing, labor and logistics resources and cost. The whole VIRTUMER project will address the current major question in today’s marketing – how mixed reality technologies reshape shopping experiences. Specifically, There are mainly three stages in this ambitious project. Stage 1 of the project focuses on how augmented reality (AR), virtual reality (VR) and augmented virtuality (AV) technologies lead to heightened consumer engagement and behavior in the retail context. Based on the built VR shopping platform and system, the objective of the stage 2 and 3 of VIRTUMER is to further experimentally investigate the multisensory experience in the future digital marketing: how multisensory mixed reality technologies such as treadmill movement, haptic touch and digital scent can be developed to optimize future shopping experiences in the virtual reality context.

2021