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Executive Insights Volume XIX, Issue 45 How Will V-Commerce Arrive? Consumers Show the Way Virtual reality and augmented reality will What is virtual reality? What is augmented reality? transform retailing. But how, exactly? Several • Augmented reality: Data and graphics overlaid on an months after we first addressed the question image of the physical world. Generally presented on a (Augmented and Virtual Reality Will Reshape smartphone screen. Retail, Harvard Business Review, September 9, • Virtual reality: A live view of a fully digital world, with interactive and immersive elements. Generally presented 2016), the likely impact of these dynamic new in a wraparound headset. technologies on the retail industry is becoming a bit clearer. Augmented reality (AR) and virtual reality (VR) bring the potential L.E.K. Consulting recently surveyed 1,000 consumers who had for entirely new shopping experiences and new kinds of added already experienced AR and VR technology. The results offer an value. They are the gateways to “v-commerce,” a blend of brick- initial look at what consumers hope to do when they shop in and-mortar retailing and ecommerce that borrows elements of augmented or virtual realities. Retailers, take note. Understanding each while overcoming the limitations of each. emerging consumer preferences may help you determine where and how to point your digital strategy. But what