Designing the Future of Shopping: An Immersive Simulation Framework for Digital Commerce Strategy and Retail Transformation
DOI:
https://doi.org/10.71222/nxccya55Keywords:
immersive simulation framework, digital twin, phygital retail, Design Science Research (DSR)Abstract
This paper proposes an immersive simulation framework for digital business strategy and retail transformation. The framework integrates digital twins, scenario factories, and VR/AR/WebXR front ends with in-situ analytics and computational capabilities. Built on a hyperconverged, on-demand, low-latency infrastructure, it supports multiple users while maintaining restricted telemetry. A KPI ontology unifies four critical dimensions: business, operations, experience, and governance. A traceable experimental process-including process traceability, versioned scenarios, and pre-registered metrics-ensures auditability and reproducibility. The framework combines enterprise-level platform practices with evaluation methods from design science research, such as analysis demonstrations, scenario walkthroughs, and Delphi expert reviews, to validate its feasibility. Results demonstrate that the framework achieves orders-of-magnitude acceleration with minimal data movement, significantly reducing offline testing costs and shifting decision-making from traditional "offline A/B testing with local BI" to a "simulation-first approach with closed-loop measurement."
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