Virtual reality (VR), an immersive computing technology that submerges consumers in a virtual world, is predicted to completely transform the shopping experience. Goldman Sachs estimates that investments in VR, along with augmented reality, will reach a staggering $1.6 billion by 2025.

While brands are clambering to become part of the virtual environment, there is very little known about how to enhance the brand experience for all consumers and where to employ VR technology. Thus,...