Customer experience design in immersive virtual reality retail: insights from expert practice

Abstract Immersive virtual reality (iVR) is transforming retail by combining the convenience of e-commerce with the experiential richness of physical stores. Despite growing interest in iVR retail, limited research has examined how design elements collectively shape customer experience (CX). Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study explores the design factors, motivational drivers, and consumer behaviours that influence CX in iVR shopping environments. Semi-structured interviews were conducted with 20 virtual reality design experts, and the data were analysed using thematic analysis. The findings identify five key dimensions that shape CX: user immersion, intuitive interaction, personalization and customization, shopping efficiency, and brand communication and marketing. These insights informed the development of the iVR Shopping Experience Framework, which explains how design touchpoints influence consumer motivations and behavioural responses. By offering an integrated view of CX design in immersive retail environments, the framework provides a foundation for future iVR retail innovation and supports the development of more engaging, trustworthy, and consumer-centred virtual shopping experiences.