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@article{182521,
        author = {Anupriya S and S K Udhaya Jothi},
        title = {OMNI CHANNEL TRY-ON USING VIRTUAL REALITY: TRANSFORMING THE RETAIL EXPERIENCE},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {2},
        pages = {2688-2694},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=182521},
        abstract = {Background: The integration of virtual Reality (VR) into omnichannel retail is transforming the customer experience by offering immersive and interactive ways for customers to engage with products. This technological shift is especially relevant in sectors such as fashion, cosmetics and home décor, where visual and experiential engagement is critical.
Objective: To evaluate the effectiveness of VR-based try-on technologies in enhancing customer interaction and improving retail performance across both digital and physical touchpoints in omnichannel retail environments. 
Methodology: A qualitative and analytical approach is employed, combing insight from recent industry case studies, technologies reviews and consumer behaviour research. Key areas analysed include customer journey optimization, return rate reduction and personalization in retail environments. 
Results: The study finds that VR try-on solutions significantly streamline the shopping experience by enabling customers to visualize products in real-time, reducing uncertainty and returns. Personalized engagement through VR leads to higher satisfaction and loyalty, while operational efficiency improves through better product visualization.
Conclusion: The research highlights the potential of immersive VR technologies to create seamless, customer-centric omnichannel ecosystems. Retailers aiming to adopt VR-driven strategies must address challenges such as cost, technology integration and user readiness while leveraging the operational and experiential benefits to remain competitive in the evolving retail landscape.},
        keywords = {Virtual Reality, Omnichannel, Try-on, Retailing, Digital Touchpoints},
        month = {July},
        }