Immersive virtual reality (or VR) is becoming increasingly established today, and more and more companies are adopting it to exploit its great potential. Thanks to the continuous advancement of technology and its lower costs, VR is assuming an increasingly present role in many contexts, such as industry, entertainment, and retail, where it is revolutionizing the shopping experience, allowing customers to explore stores virtually from the comfort of their homes. A notable application context is that of virtual showrooms, which aim to fuel consumers' learning and experience of the products to foster brand loyalty using a personalized relationship with a customer service system.