Let me imagine that for you: Transforming the retail frontline through augmenting customer mental imagery ability
The rapid development of augmented reality (AR) is reshaping retail frontline operations by
enhancing the offline and online customer experience. Drawing on mental imagery theory …
enhancing the offline and online customer experience. Drawing on mental imagery theory …
How to strategically choose or combine augmented and virtual reality for improved online experiential retailing
Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential
retailers align online and offline experiences, guidance on choosing or combining these …
retailers align online and offline experiences, guidance on choosing or combining these …
Augmented reality and the customer journey: An exploratory study
Many firms, including Amazon and IKEA, utilise augmented reality (AR) technology to
enhance the consumer experience. In the retail industry, AR is gaining increasing traction as …
enhance the consumer experience. In the retail industry, AR is gaining increasing traction as …
[HTML][HTML] The playground effect: How augmented reality drives creative customer engagement
Across various customer experiences, Augmented Reality (AR) is emerging as a strategic
experience design tool. This study contributes to an emerging body of research on the use of …
experience design tool. This study contributes to an emerging body of research on the use of …
Augmented reality marketing: A technology-enabled approach to situated customer experience
Recent advances in Augmented Reality (AR) technologies have led to a growing interest in
their application for marketing strategy and practice–what we term Augmented Reality …
their application for marketing strategy and practice–what we term Augmented Reality …
Consumer behavior with augmented reality in retail: a review and research agenda
Driven by the rapid technological development and adoption of augmented reality (AR) in
retail, academic research has grown rapidly. Our purpose is to understand the reasons why …
retail, academic research has grown rapidly. Our purpose is to understand the reasons why …
How augmented reality impacts retail marketing: A state-of-the-art review from a consumer perspective
A Rejeb, K Rejeb, H Treiblmaier - Journal of Strategic Marketing, 2023 - Taylor & Francis
Augmented reality presents numerous opportunities and challenges for marketers to enrich
the retail shopping experience. Although the technology is well established, practical …
the retail shopping experience. Although the technology is well established, practical …
Augmented reality in retail and its impact on sales
YC Tan, SR Chandukala, SK Reddy - Journal of Marketing, 2022 - journals.sagepub.com
The rise of augmented reality (AR) technology presents marketers with promising
opportunities to engage customers and transform their brand experience. Although firms are …
opportunities to engage customers and transform their brand experience. Although firms are …
Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences
Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing
a strategy of service augmentation to enhance customers' online service experiences …
a strategy of service augmentation to enhance customers' online service experiences …
Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing
V Zanger, M Meißner… - Psychology & …, 2022 - Wiley Online Library
According to recent research in augmented reality (AR) marketing, AR‐based product
presentations have the potential to create extraordinary shopping experiences across the …
presentations have the potential to create extraordinary shopping experiences across the …