Scaling Consultative Selling with Virtual Reality: Design and Evaluation of Digitally Enhanced Services

Osmo Mattila*, Tuure Tuunanen, Jani Holopainen, Petri Parvinen

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

3 Citations (Scopus)


Virtual, augmented, and mixed reality technologies allow creation of powerful customer experiences and illustrative demonstrations especially in use cases that benefit from spatial visualizations. Our study focuses on the natural resource management sector and digitalizing of consultative selling process. More specifically, we look at how to improve customer engagement with the use of virtual reality (VR) and thus digitally scale consultative selling. In this process, a VR application is used to demonstrate various management operations and their economic results. Design research methodology is applied to a pre-development phase and three application development iterations between 2016 and 2018. Data consists of user interviews and video observations (N = 129) during various development iterations and three application development plans. The results show that VR offers an emotionally engaging and illustrative tool in consultative selling. Further, it opens a novel way for interaction between the salesperson and customer and possibilities to scale consultative selling digitally, emphasizing the role of trust.

Original languageEnglish
Title of host publicationExploring Service Science - 9th International Conference, IESS 2018, Proceedings
EditorsGerhard Satzger, Niklas Kühl, Peter Hottum, Mohamed Zaki, Lia Patrício
Number of pages14
Publication statusPublished - 2018
MoE publication typeA4 Article in a conference publication
EventInternational Conference on Exploring Service Science - Karlsruhe, Germany
Duration: 19 Sep 201821 Sep 2018
Conference number: 9

Publication series

NameLecture Notes in Business Information Processing
ISSN (Print)1865-1348


ConferenceInternational Conference on Exploring Service Science
Abbreviated titleIESS


  • Consultative selling
  • Design science research methodology
  • Framework for evaluation in design science
  • Virtual reality


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