RETHINKING THE SHOPPING EXPERIENCE: A QUALITATIVE EXPLORATIVE STUDY ON 3D WEB AND AR FOR DISPLAYING AND SELLING GOODS

The restrictions brought about by the COVID-19 pandemic have challenged not only small businesses, such as local shops, but also large companies, such as those involved in the organization of trade shows. Much of the trade and the majority of events moved to online spaces, e.g., e-commerce and digital trade fairs. Still, these situations fail to convey the experience to the fullest. Technologies such as 3D Web and AR can compensate for the lack of sensorial stimulation but have not found widespread application yet in the retail and trade fairs sectors. In the present work we explored the factors that motivate small businesses to launch and manage online shops, along with the obstacles that they find in this activity. Moreover, we investigated whether and how they perceive that 3D Web could be helpful for them. Secondly, we explored the motivation of trade fairs operators into adopting AR technology to improve product display and to maintain continuity during lockdown periods. The outcomes of the study have been translated into operative guidelines, to inform the design of interfaces to support small businesses maintaining their own e-commerce site. Finally, we provide indications on how to integrate AR technology into trade fairs.