Shopping in the digital Age: Examining the role of augmented reality on the in-store customer experience

Traditional retailers have faced various strategic challenges over recent years due to the advancement of technology. One particular challenge traditional retailers face is the decline of in-store shoppers. In response to the changing nature of shopping, numerous retailers have adapted the in-store offering in order to develop a ‘shopping experience’ through combining the real world with the virtual world in utilising augmented reality technology. Augmented reality has emerged as a new technology that offers marketers a novel, vivid and interactive way of engaging with customers. This research will explore the role of augmented reality in enhancing the customer experience and in-store brand engagement.

Funding Bid Submitted to the Academy of Marketing £4,095