Smart Omni-Channel Consumer Engagement in Malls
Retail stores and in particular malls are going through a recession period, resulting among others from the change in customers’ shopping habits and the shift towards e-commerce. Proposed strategies to alleviate this situation require manifold solutions, especially for malls, as they constitute ecosystems featuring both commercial and social activities. This paper proposes a model following an omni-channel consumer engagement approach, and blending at the same time the physical and digital shopping experience through an extended reality technology framework. The main benefits of the proposed approach are that it can be easily deployed in existing malls, as well as that it combines benefits from both physical and virtual shopping, being flexible to serve in the best possible way the evolving needs of customers. In this respect, malls of the near future can become appealing again to a wide consumer base and regain their lost allure.
KeywordsSmart malls Consumer engagement Augmented reality Virtual reality Omni-channel
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