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For omnichannel retailers, the perceived comfort of having multiple channels might be emphasized so that their clients are conscious that they’ll shop each time and wherever they please. Also, some consumers may favor to expertise the product first (e.g., touch, taste). To accommodate this, retailers can spotlight such experiences that are out there at their physical places while nonetheless providing the added convenience of being able to place an order whenever they select online. For consumers looking for digital immersive experiences, retailers can supply such experiences by digital or augmented reality. Previous research has demonstrated that virtual retail environments enhance …