Augmented reality in retail and its impact on sales

• Main Authors: TAN, Yong Chin, CHANDUKALA, Sandeep R., REDDY, Srinivas K.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: augmented reality; online retail; mobile app; virtual product experience; product uncertainty; Marketing; Sales and Merchandising; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6696; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7695/viewcontent/AR_Retails_Sales_2021_av.pdf
• Institution: Singapore Management University

The rise of Augmented Reality (AR) technology presents marketers with promising opportunities to engage customers and transform their brand experience. While firms are keen to invest in AR, research documenting its tangible impact in real-world contexts is sparse. In this article, the authors outlin...