The Digital Dressing Room: Millennial Consumers Perception of Mobile Retailing

Abstract

This paper explores consumer’s shopping experience using an innovative technology of a digital dressing room. In a focus group, consumers were exposed to and shared their opinions about the new shopping app called VIZL, which was evaluated based on the dimensions of visual information, social interaction, and customization. Analyses of the focus group data suggest that mobile shopping using VIZL is vastly different from the tangible or online shopping experience. Specifically, the level of customization with the app is better in comparison with in-store shopping. The quality of social interaction was superior when compared with online. Lastly, the visual information the app portrays is weak in contrast with online shopping.