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

Project: Research

Project Details

Description

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
StatusFinished
Effective start/end date1/05/181/05/20