Metaverse-enabled Responsive Data Analytics Model for Enhancing Customers’ Online Experience in Luxury Retail

Luxury retail sales have declined because of restrictions and consumer concerns during the COVID-19 pandemic. To adapt to these challenges, luxury retailers have transformed their businesses from offline platforms to ecommerce platforms. However, purchasing luxury goods online presents significant challenges for customers because they cannot evaluate products through sensory touch and tangible experiences. To address this issue, luxury retailers are turning to the metaverse. Luxury retailers can create immersive and interactive online experiences by developing virtual shopping platforms in metaverse environments. This integration of online and brick-and-mortar channels provides personalized customer interactions, facilitating virtual product trials, inquiries, and recommendations. The aim of this study was to design a metaverse-enabled responsive data analytics model to collect and analyze large amounts of data to uncover valuable insights into customer behavior and purchasing patterns, aiding decision-making in customer relationship management. A case study was conducted to verify the feasibility of the proposed model. The results show that customer behavior is related to the consumption level, service satisfaction, and eye fixation time.