The rise of augmented reality (AR) technology presents marketers with promising opportunities to engage customers and transform their brand experience. While companies are keen to invest in AR, research documenting its real-world impact is sparse. This Journal of Marketing study outlines four broad uses of the technology in retail settings: to entertain customers, educate customers, help them evaluate product fit, and enhance the post-purchase consumption experience.
The researchers focus specifically on the use of AR to facilitate product evaluation prior to purchase and investigate its impact on sales in online retail and share findings from their research.
Featured Speakers: Yong-Chin Tan (City University of Hong Kong) and Srinivas K. Reddy (Singapore Management University)
Full Journal of Marketing article: https://doi.org/10.1177/0022242921995449
Read the Scholarly Insight for this study here.
