Virtual merchandising: the essence and features of its application in various fields

Selyavskii Yu. V., Kuksin R. P.

The theory and practice of merchandising has received a new impetus for development. The problem of using virtual merchandising in various fields of economic activity is reaching a new level. Since the 2000s, scientific and practical interest in this topic has been growing. The author draws attention to the fact that this technology is changing the established approaches to marketing due to a number of arguments. The concept and economic essence of virtual merchandising has been clarified. The main functionality and possibilities of using VR / AR technologies for commodity science tasks are described. The author's positions in relation to virtual merchandising on the part of foreign researchers are analyzed. The systematization of researchers' opinions allows us to highlight their convergence in a number of fundamental points in the organization of virtual merchandising. By analyzing foreign experience, the author came to the conclusion that the number of possible methods of using new approaches to merchandising on the Internet is increasing in the world.

Keywords:merchandising, virtual reality, augmented reality, virtual merchandising, VR/AR technologies, XR technologies, e-tailing.