The Role of Immersive Technologies in Shaping Consumer Experience in Modern Retail

The development of the digital economy and the intensification of competition in the retail sector necessitate the search for innovative tools to enhance the value of customer interaction. Immersive technologies are becoming one of the key drivers in transforming traditional models of consumer experience. The purpose of the study is to determine the role of immersive technologies in shaping consumer experience and to outline the prospects for their implementation in modern retail. The approach is based on the systematization of foreign and domestic research, analysis of practical cases of AR/VR applications in retail, as well as a critical review of barriers and limitations to their integration in the conditions and realities of the Ukrainian market. Particular attention is given to the relationship between technological innovations and the stages of the customer journey. The main hypothesis suggests that the use of AR/VR can increase customer engagement, reduce product return risks, and strengthen brand positions in the market; however, their effectiveness depends on commercialization conditions and the digital readiness of enterprises and consumers. The research methodology included content analysis of scientific publications, comparative analysis of practical cases of immersive technology application in retail, and a critical assessment of their adoption in Ukraine. The article systematizes the key areas of influence of immersive technologies on consumer experience; identifies barriers to their spread in the Ukrainian market (high costs, limited infrastructure, and low levels of consumer technological literacy). The potential advantages of AR/VR integration are characterized, including communication personalization, increased emotional value of brands, and the development of omnichannel experiences. Directions for further adaptation of these technologies in Ukrainian retail are proposed. The theoretical value of the study lies in deepening the scientific understanding of the link between immersive technologies and customer experience management. Future research perspectives include empirical surveys to assess consumer perception of AR/VR technologies and an analysis of the readiness of Ukrainian retailers to implement them.