EXPLORING THE IMPACT OF AR AND VR ON ENHANCING CUSTOMER EXPERIENCES AND DRIVING SALES IN RETAIL (original) (raw)
Related papers
ROLE OF AUGMENTED REALITY AND VIRTUAL REALITY (AR/VR) IN CUSTOMER ENGAGEMENT
Granthaalayah Publications and Printers, 2024
This research paper investigates the pivotal role of Augmented Reality (AR) and Virtual Reality (VR) in revolutionizing customer engagement strategies. Through a quantitative methodology involving 321 managerial participants, the study scrutinizes the impact of AR and VR technologies on customer interactions, perceptions, and brand engagement. Findings reveal that both AR and VR significantly influence customer engagement, as evidenced by their positive effects on customer interactions, perceptions of product/service value, satisfaction, and fostering long-term relationships. Likert-based analyses of statements regarding AR and VR experiences affirm their ability to capture attention, deepen immersion, and enhance understanding, thus substantiating their value in the customer journey. These results underscore the transformative potential of AR and VR in enhancing customer-brand relationships and shaping contemporary marketing practices.
Immersive Technologies in Retail: Practices of Augmented and Virtual Reality
2020
In this work, we examine the value that immersive technologies can bring to retailing through the retail practices they facilitate. To that end, a literature review is conducted resulting in the documentation of 28 augmented reality (AR) and virtual reality (VR) applications from 38 publications. After analyzing the applications’ functionality and use in retail, the following AR/VR-enabled retail practices emerged: branding and marketing; sales channel; after-sale customer service; virtual try-on; customer-as-designer; virtual training; and workflow management. A principal observation from the analysis is that current AR/VR applications are used mainly for customer-related innovation, with “branding and marketing” being a dominant practice. Simultaneously, some practices are available to serve organization-related and support-related innovation. Finally, it was observed that AR is a popular technology in the retail environment and of high practical value, being an ideal fit for the ...
User technology has an agreeable impact on consumer decisions; yet the way such impact takes place may be little known. This study attempts to examine the impact of augmented reality (AR) on retail user experience (UX) and its subsequent influence on user satisfaction and user's willingness to buy. Five hypotheses are tested using a lab experiment. The results show that AR significantly shapes UX, by impinging on various characteristics of product quality, and that UX subsequently influences user satisfaction and user's willingness to buy. UX is captured as a third-order formative construct derived from four user experience Abstract User technology has an agreeable impact on consumer decisions; yet the way such impact takes place may be little known. This study attempts to examine the impact of augmented reality (AR) on retail user experience (UX) and its subsequent influence on user satisfaction and user's willingness to buy. Five hypotheses are tested using a lab exper...
A B S T R A C T User technology has an agreeable impact on consumer decisions; yet the way such impact takes place may be little known. This study attempts to examine the impact of augmented reality (AR) on retail user experience (UX) and its subsequent influence on user satisfaction and user's willingness to buy. Five hypotheses are tested using a lab experiment. The results show that AR significantly shapes UX, by impinging on various characteristics of product quality, and that UX subsequently influences user satisfaction and user's willingness to buy. UX is captured as a third-order formative construct derived from four user experience characteristics: pragmatic quality, aesthetic quality, hedonic quality by stimulation and hedonic quality by identification. Except for the latter, these characteristics are second-order constructs. Important implications for researchers and managers follow.
Adoption of Virtual Reality (VR) and Augmented Reality (AR) in the Marketing Sphere
Indian Journal of Technical Education, 2023
The rapid advancements in technology have paved the way for the integration of emerging technologies in various industries. The marketing sphere has particularly embraced these immersive technologies to revolutionize customer experiences and enhance brand engagement. This research article explores the adoption of VR and AR in marketing and analyzes their impact on customer behavior, brand perception, and overall marketing effectiveness. Through an examination of current practices, this article aims to provide insights into the potential benefits and challenges associated with the integration of VR and AR in marketing campaigns. Additionally, it discusses the future prospects of VR and AR in the marketing sphere and offers recommendations for businesses looking to leverage these technologies effectively.
How augmented reality impacts retail marketing: a state-ofthe-art review from a consumer perspective
Journal of Strategic Marketing, 2023
Augmented reality presents numerous opportunities and challenges for marketers to enrich the retail shopping experience. Although the technology is well established, practical marketing applications are rare, and the existing literature is unstructured. We conduct a systematic literature review with the goal of synthesizing the latest developments in the field and developing research propositions. We analyze 91 papers and identify four major enablers of AR in retail marketing: enhancement of the consumer experience, improvement of the customer-brand relationship, support of marketing activities, and promotion of marketing competitiveness. The challenges of AR adoption in marketing include technical limitations, consumer-oriented challenges, technological immaturity, and organizational challenges.
Augmented Reality is used by various customers' concerned companies to augment their stimuli, shopping experiences, and customers' purchasing behavior. Hence, AR driven enabling stimulates customer engagement and their shopping attitude by providing a vivid technology experience. Prior studies found that AR novelty, trust, and vividness influenced the customer usage attitude. There has extant literature presented in the context of AR applications, it is widely used through numerous gadgets but the author intends to explore holistic features that tend to grasp customers' experiences and attitudes to find the variance between AR vs. Websites. AR potentially disrupted the real-world environment by providing hedonic visual benefits and eliminating the physical efforts that tend to stimulate customers who mesmerize with AR compared to a website. The author chose the Houzz AR app and its website to gather data and provide a better understanding of both scenarios. The author conducted two-field experiments to illustrate positive customer attitudes that satisfied their experience towards the AR app rather than the traditional website. AR app is vivid and novel to engage a customer and moderate their attitude towards the technology immersion. Finally, this study provides multiple implications such as unique visual illustrations, sensational features, and innovation resulting in satisfied customer experience, considering both features in real and virtual world environments.
Journal of Management Research and Analysis, 2023
This research paper aims to investigate the role of augmented reality (AR) technology in marketing campaigns and its influence on consumer engagement, brand experiences, and purchase decisions. The study explores the various applications of AR in marketing, analyzes its effectiveness in capturing consumer attention, and examines the outcomes of AR-based campaigns on consumer behavior. Through a comprehensive review of relevant literature and empirical analysis, this paper provides insights into the potential of AR as a strategic tool for enhancing consumer engagement and driving brand success in the modern marketing landscape. Keywords: Augmented reality, Marketing, Consumer engagement, Brand experiences, Purchase decisions, AR technology, AR campaigns, Consumer perception, Product evaluation, Decision-making, Brand recall, Brand storytelling, Brand authenticity, AR adoption barriers, Technical limitations, User experience, Privacy concerns, Ethical considerations, Opportunities, challenges, Successful AR marketing campaigns, Case studies, Best practices.
2024
Augmented reality (AR) merges virtual elements with our physical context. Although there is evidence in marketing that AR may be superior to alternative formats, there is a lack of work explaining from the ground up why this is the case. Consequently, we applied means-end chain theory to identify specific AR-features (e.g., contextualization, interactivity, portability) that drive benefits (e.g., inspiration, better decision-making, time savings, risk reduction). These benefits contribute to consumers' goal achievement (e.g., self-confidence, selfexpression, reduced purchase regret). A subsequent study organized these factors into a practical framework (SEAD and SALES). This study contributes to a better understanding of AR.
Understanding VR/AR in marketing & sales for B2B: an explorative study
2020
Abstract. The research explored the impact of immersive reality technologies, particularly VR and AR, in marketing and sales for the B2B sector. Study interests were fuelled by both an industrial hype and vehement investments on these technologies, especially in the last five years. However, the potential of these technologies is still unexplored and widely misunderstood by businesses as the innovations are slowly taking off. Additionally, existing literature showed a need to clearly define various simulated realities in the continuum, including VR and AR, as well as a general misunderstanding of the potential of immersive reality technologies, and a shortage of studies covering holistically different VR/AR applications in marketing, especially for the B2B sector. Therefore, this research aims to bridge the gap between managerial and academic’ understanding by providing a holistic framework explaining the impact of immersive reality technologies in B2B marketing and sales and provid...