How augmented reality can - and can't - help your brand

• Main Authors: CHANDUKALA, Sandeep R., REDDY, Karempudi Srinivas, TAN, Yong-Chin
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Augmented reality; e-commerce; commercial brands; E-Commerce; Marketing; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7026; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8025/viewcontent/AR_Brand_2022_HBR_av.pdf
• Institution: Singapore Management University

Customers want AR. But managers must have a proper understanding of how AR can help their brand before they invest in the technology. AR helps in entertaining and educating customers while also aiding them in evaluating products. AR can also promote online channel adoption while also encouraging category expansion. AR also benefits products that are less popular, less mainstream, and more expensive. But AR can also be expensive, time-consuming, and difficult to implement. Despite consumer demand, retailers must understand the costs and challenges associated with AR adoption before embarking on significant projects.