IMU Research Insight 090: Extended Reality in B2B Sales

Forward-looking technologies such as extended reality (XR) have the potential to fundamentally change sales processes in B2B companies. For example, companies can use XR technologies to present complex products to customers in a vivid way. With the help of smartphones, tablets or smart glasses (e.g. Hololens from Microsoft or Apple Vision Pro), members of the buying center can experience a completely new product-company experience. However, there is no detailed conceptualization of specific use cases along the B2B customer decision journey, resulting benefits and challenges, both on the supplier and the consumer side.
Based on scientific findings from an extensive qualitative study and a quantitative validation study, Prof. Dr. Dr. h.c. mult. Homburg, Janina Riether and Prof. Dr. Robin-Christopher Ruhnau develop action-oriented recommendations for the integration of XR technologies in B2B sales processes.
The results provide concrete implications regarding the benefits that arise from the use of XR technologies along the B2B customer decision journey on both the customer and provider side. The consideration and evaluation phases are particularly promising. For example, XR technologies can be used to personalize B2B sales experiences and reduce product complexity.
You can download the Research Insight here.