Emerging Retail Formats Centred on Extended Reality and Gamification: A Literature Review and Case Studies on Changes in Consumer Behaviour
Abstract
The widespread adoption of Extended Reality (XR) and Gamification in the retail industry creates a new retail format and has shown great potential in the current landscape. On the other hand, brand owners are no longer confined to traditional marketing methods to motivate consumer demand, but are using approaches such as feedback enhancement, brand storytelling and bridging social value. This paper conducts a systematic review of gamified XR-based retail market strategies, focusing on their components, functions, and influences on consumer behaviour. It explores how XR and gamification operate within the sales process and the differences compared with traditional retail models. Two case studies are included to explain the specific procedures for different types of shopping experiences and the key elements involved. The study also discusses the current challenges faced and concludes with insights into future development trends. The findings are expected to provide retailers and brands with practical guidance on using XR and gamification to implement sustainable retail strategies.
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