Staging the new retail drama: at a metaverse near you!

Consumers have traditionally looked for products that could fulfill their needs and retailers responded to demand by initially adopting product-oriented, and then more recently, customer-oriented strategies. This shift was heavily underpinned by technology, which enabled retailers to implement more intelligent approaches that evolved around consumers based on their profiles. The next step in this transformation is now towards a “unique” experience creation, with retailers providing a retail theater experience that is different and special and consumers enjoying an increased opportunity to interact and participate in the overall experience. In this paper, we examine how metaverses, i.e. Internet-based virtual worlds, and more specifically Second Life, can potentially provide the stage for this retail theater experience. Our discussion takes place in the context of two cases that are used to highlight the implications of retail theater for both consumers and retailers and illustrate the opportunities and challenges they face

Digital play and the actualisation of the consumer imagination

In this article, the authors consider emerging consumer practices in digital virtual spaces. Building on constructions of consumer behavior as both a sense-making activity and a resource for the construction of daydreams, as well as anthropological readings of performance, the authors speculate that many performances during digital play are products of consumer fantasy. The authors develop an interpretation of the relationship between the real and the virtual that is better equipped to understand the movement between consumer daydreams and those practices actualized in the material and now also in digital virtual reality. The authors argue that digital virtual performances present opportunities for liminoid transformations through inversions, speculations, and playfulness acted out in aesthetic dramas. To illustrate, the authors consider specific examples of the theatrical productions available to consumers in digital spaces, highlighting the consumer imagination that feeds them, the performances they produce, and the potential for transformation in consumer-players

The Future of the Internet III

Presents survey results on technology experts' predictions on the Internet's social, political, and economic impact as of 2020, including its effects on integrity and tolerance, intellectual property law, and the division between personal and work lives

Virtual worlds as a tool to facilitate weight management for young people.

Childhood obesity is a serious problem in the UK, with around 20% of children aged 10-11 being overweight or obese. Lifestyle interventions can be effective, but there is limited evidence of their effectiveness in delivering sustained weight loss. The present research explored potential of web-based, 3-dimensional virtual worlds (VWs) for facilitation of weight-management, well-being and patient and public involvement (PPI) for young people. Attendees of a weight management camp took part in induction sessions for use of the VW of Second Life. All participants successfully learned how to interact with one another and navigate the virtual environment. Participant appraisals of Second Life were varied. Some found it complicated and difficult to use, and some found it fun and the majority stated that they would choose to use VWs again. There is considerable potential for use of VWs to promote weight management, and Second Life or a similar VW could be used to deliver this. Potential barriers include members of the target sample having limited access to computers with necessary system requirements for running VWs, and that some may find VW-based educational experiences unappealing or challenging to navigate. For some however, VWs may provide a useful mode for provision of education, PPI and support relating to weight management

Identifying immersive environments’ most relevant research topics: an instrument to query researchers and practitioners

This paper provides an instrument for ascertaining researchers’ perspectives on the relative relevance of technological challenges facing immersive environments in view of their adoption in learning contexts, along three dimensions: access, content production, and deployment. It described its theoretical grounding and expert-review process, from a set of previously-identified challenges and expert feedback cycles. The paper details the motivation, setup, and methods employed, as well as the issues detected in the cycles and how they were addressed while developing the instrument. As a research instrument, it aims to be employed across diverse communities of research and practice, helping direct research efforts and hence contribute to wider use of immersive environments in learning, and possibly contribute towards the development of news and more adequate systems.The work presented herein has been partially funded under the European H2020 program H2020-ICT-2015, BEACONING project, grant agreement nr. 687676.info:eu-repo/semantics/publishedVersio

Metaverse-Retail Service Quality: A Future Framework for Retail Service Quality in the 3D Internet

This paper argues that service quality in retailing in 3D Collaborative Virtual Environments (aka Metaverses) is distinct from service quality in the more familiar 2D mainly menu-driven web internet store (e-SQ). The study identifies and conceptualises the determinants of Metaverse Retailing service quality (MR-SQ) through a combination of focus groups and Critical Incident Technique. A set of four overarching determining elements of MR-SQ was revealed including customer service, product dimension, store dimension and 3D platform dimension. These incorporate some of the features found in 2D e-SQ but importantly the study indicated new characteristics, unique to MR-SQ. The CVE context presents opportunities for retailers in enhancing social experience, responsive service and creative co-production opportunities. It is within these gaps that respondents identified in 2D retailing that current CVEs and the future Web 3.0 hold appealing prospects for enhancing and producing creative and co-operative online retailing service quality (MR-SQ). The study provides a framework for guidance for retailers as well as for future research. Summary Statement of Contribution: The paper establishes new understanding of the determinants of Metaverse Retailing-Service Quality (MR-SQ). For virtual worlds in general and for service quality in particular, this study shows new MR-SQ dimensions, overlapping dimensions with different meanings to MR-SQ compares to e-SQ, and similar dimensions in both MR-SQ and e-SQ

Moveable worlds/digital scenographies

This is the author's accepted manuscript. The final published article is available from the link below. Copyright @ Intellect Ltd 2010.The mixed reality choreographic installation UKIYO explored in this article reflects an interest in scenographic practices that connect physical space to virtual worlds and explore how performers can move between material and immaterial spaces. The spatial design for UKIYO is inspired by Japanese hanamichi and western fashion runways, emphasizing the research production company's commitment to various creative crossovers between movement languages, innovative wearable design for interactive performance, acoustic and electronic sound processing and digital image objects that have a plastic as well as an immaterial/virtual dimension. The work integrates various forms of making art in order to visualize things that are not in themselves visual, or which connect visual and kinaesthetic/tactile/auditory experiences. The ‘Moveable Worlds’ in this essay are also reflections of the narrative spaces, subtexts and auditory relationships in the mutating matrix of an installation-space inviting the audience to move around and follow its sensorial experiences, drawn near to the bodies of the dancers.Brunel University, the British Council, and the Japan Foundation