Executive Summary

• Define the three types of reality technology—AR, VR and MR—and show how retailers, including IKEA and Alibaba, have introduced reality technology to provide customers with a virtual “try before you buy” service and new ways to shop.
• List the main factors that must be overcome to encourage further adoption of reality technology, and illustrate the potential opportunities for retailers embracing AR, VR and MR.
• Propose a series of recommendations that retailers should consider when implementing strategies to adopt reality technology to maximize consumer reach and sales conversion.