MIT Sloan Management Review Article on Immersive Commerce: Early Lessons From Walmart

The retailer is using immersive commerce — a form of online shopping that combines VR with 3D visualizations and gamification — to connect with the next generation of shoppers.

Retailers must constantly adapt to shifting consumer trends, demographics, and technological advancements. Walmart, like many other retailers, needs to connect with younger generations to ensure its future. Today, the typical Walmart shopper in the U.S. is late middle-aged and purchases products primarily through the company’s retail stores and e-commerce websites.

While older generations make most purchasing decisions in-store and on e-commerce websites, many consumers under 25 make most of their purchasing decisions based on social media recommendations and spend over 12 hours per week in virtual reality (VR) environments. To engage with them, Walmart is exploring immersive commerce, a form of online shopping that combines VR with 3D visualizations and gamification, to provide customers with an immersive way to engage and shop.

About the Author

Mary Lacity is the David D. Glass Chair and Distinguished Professor of Information Systems at the Sam M. Walton College of Business at the University of Arkansas, where she teaches a course on business applications of virtual reality. Remko van Hoek is a professor of supply chain management at the University of Arkansas and a former chief procurement officer. He teaches and studies procurement and advises companies around the world.

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