Digital Showroom in 3DWeb, the Scene Effect on Object Placement.

The COVID-19 pandemic has had a profound effect on the world, particularly the retail industry, which had to adapt to the new reality of exclusive remote shopping, determined by the lockdown condition of its customers. The impossibility of accessing physical stores has strengthened the need to improve the online journey. Over the past few years, the majority of online shops have been organized as plain grids in which products were displayed as static images; they lacked the ability to deliver the brick-and-mortar shop experience. 3DWeb, Augmented Reality, and Virtual Reality are the new technologies that can assist retailers in dealing with these new challenges. Reality-enhancing technologies can innovate the consumer journey, transforming the purchase path into a complex, omnichannel purchase experience. Moreover, they can also make research more ecologically valid. Through immersion and noninvasive data collection, which records information in the background, a richer understanding of purchase journeys can be gained.