Major themes, sub-themes, applications and examples
| Core themes | Sub-themes | Applications | Examples |
|---|---|---|---|
| Metaverse | Metaverse technology | Development of immersive virtual environments using VR/AR technologies to enhance consumer engagement |
|
| Metaverse era | Transitioning businesses to operate within the metaverse, creating new marketplaces and consumer touchpoints | ||
| Metaverse fidelity | Ensuring high-quality, realistic virtual experiences to meet consumer expectations for immersion | ||
| Metaverse tourism | Offering virtual travel experiences, allowing consumers to explore destinations from their homes | ||
| Shopping | Virtual shopping | Leveraging virtual reality to create immersive shopping experiences, such as virtual fitting rooms |
|
| In-app shopping: | Integrating seamless purchasing options within mobile applications to enhance convenience | ||
| Web-based shopping | Optimizing e-commerce platforms for user-friendly navigation and personalized recommendations | ||
| Physical shopping environments | Designing retail spaces that regulate emotions and enhance sensory engagement | ||
| Duty-free shopping | Offering exclusive products and experiences in duty-free zones, both physically and virtually | ||
| Repeat shopping | Implementing loyalty programs and personalized marketing to encourage repeat purchases | ||
| Cloth shopping | Using virtual try-on technologies to improve the online clothing shopping experience | ||
| Consumer | Consumer response | Analyzing real-time feedback from consumers to adapt marketing strategies and improve user experience |
|
| In-app purchase intention | Designing app interfaces that simplify the purchasing process and reduce friction | ||
| Consumer flow state | Creating engaging and immersive experiences that captivate consumers and prolong their interaction with the platform | ||
| Consumer perception | Building brand trust through transparency and high-quality virtual experiences | ||
| Consumer decision making | Using data analytics to understand the factors influencing purchase decisions | ||
| Consumer willingness | Offering incentives and personalized offers to increase consumer willingness to engage with new technologies | ||
| Consumer belief | Aligning brand values with consumer beliefs to foster loyalty and trust | ||
| Consumer reaction | Monitoring immediate responses to new features or products to quickly address any issues | ||
| Consumer experience | Ensuring a seamless and enjoyable journey across all touchpoints, both digital and physical | ||
| Behaviour | Impulse buying behavior | Designing marketing campaigns that capitalize on spontaneous purchasing tendencies, such as limited-time offers |
|
| Repeat purchase behavior | Implementing subscription models and loyalty rewards to encourage repeat business | ||
| Spontaneous purchase behavior | Creating engaging and interactive content that triggers impulsive buying decisions | ||
| Exploratory behavior | Offering new and innovative products to satisfy consumer curiosity and drive exploration | ||
| In-store shopping behavior | Enhancing the in-store experience through personalized service and interactive displays | ||
| Patronage behavior | Building strong brand loyalty through consistent quality and positive consumer experiences | ||
| Prosocial behavior | Promoting ethical and sustainable practices to attract socially conscious consumers |
| Core themes | Sub-themes | Applications | Examples |
|---|---|---|---|
| Metaverse | Metaverse technology | Development of immersive virtual environments using VR/ | A luxury brand creates a virtual store in the metaverse, allowing users to explore and interact with products in a highly realistic environment A travel agency offers virtual tours of exotic locations, enabling users to experience destinations before booking physical trips |
| Metaverse era | Transitioning businesses to operate within the metaverse, creating new marketplaces and consumer touchpoints | ||
| Metaverse fidelity | Ensuring high-quality, realistic virtual experiences to meet consumer expectations for immersion | ||
| Metaverse tourism | Offering virtual travel experiences, allowing consumers to explore destinations from their homes | ||
| Shopping | Virtual shopping | Leveraging virtual reality to create immersive shopping experiences, such as virtual fitting rooms | A fashion retailer introduces a virtual fitting room in its app, allowing customers to try on clothes using augmented reality A department store redesigns its physical layout to create calming zones that enhance the emotional shopping experience |
| In-app shopping: | Integrating seamless purchasing options within mobile applications to enhance convenience | ||
| Web-based shopping | Optimizing e-commerce platforms for user-friendly navigation and personalized recommendations | ||
| Physical shopping environments | Designing retail spaces that regulate emotions and enhance sensory engagement | ||
| Duty-free shopping | Offering exclusive products and experiences in duty-free zones, both physically and virtually | ||
| Repeat shopping | Implementing loyalty programs and personalized marketing to encourage repeat purchases | ||
| Cloth shopping | Using virtual try-on technologies to improve the online clothing shopping experience | ||
| Consumer | Consumer response | Analyzing real-time feedback from consumers to adapt marketing strategies and improve user experience | A tech company uses A cosmetics brand creates an immersive virtual experience where consumers can test products in a simulated environment, enhancing their perception of the brand |
| In-app purchase intention | Designing app interfaces that simplify the purchasing process and reduce friction | ||
| Consumer flow state | Creating engaging and immersive experiences that captivate consumers and prolong their interaction with the platform | ||
| Consumer perception | Building brand trust through transparency and high-quality virtual experiences | ||
| Consumer decision making | Using data analytics to understand the factors influencing purchase decisions | ||
| Consumer willingness | Offering incentives and personalized offers to increase consumer willingness to engage with new technologies | ||
| Consumer belief | Aligning brand values with consumer beliefs to foster loyalty and trust | ||
| Consumer reaction | Monitoring immediate responses to new features or products to quickly address any issues | ||
| Consumer experience | Ensuring a seamless and enjoyable journey across all touchpoints, both digital and physical | ||
| Behaviour | Impulse buying behavior | Designing marketing campaigns that capitalize on spontaneous purchasing tendencies, such as limited-time offers | A grocery store introduces a mobile app feature that sends personalized discounts to users when they are near the store, encouraging impulse purchases A fashion brand launches a sustainability campaign, highlighting its ethical practices to attract prosocial consumers |
| Repeat purchase behavior | Implementing subscription models and loyalty rewards to encourage repeat business | ||
| Spontaneous purchase behavior | Creating engaging and interactive content that triggers impulsive buying decisions | ||
| Exploratory behavior | Offering new and innovative products to satisfy consumer curiosity and drive exploration | ||
| In-store shopping behavior | Enhancing the in-store experience through personalized service and interactive displays | ||
| Patronage behavior | Building strong brand loyalty through consistent quality and positive consumer experiences | ||
| Prosocial behavior | Promoting ethical and sustainable practices to attract socially conscious consumers |
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