From immersion to impact: Assessing virtual reality in consumer contexts

CEO of DigitaLandmarks, Lilian Rabin created a virtual reality immersive window called La Fenêtre immersive. The window has been displayed in malls or stations in order to discover touristic locations and trigger action from consumers. In order to refine his sales pitch in order to reach more malls or stations, in September 2025, Lilian wants to understand the impact of the window on consumers. The case explores the impact of the window through immersion and presence. The case attempts to model consumer behavior in order to refine the sales pitch and find new targets where the window could be deployed.