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Authors: Costas Boletsis and Amela Karahasanovic

Affiliation: SINTEF Digital, Forskningsveien 1, 0373 Oslo, Norway

Keyword(s): Augmented Reality, Customer Engagement, Retail, Shopping, Virtual Reality.

Abstract: In this work, we examine the value that immersive technologies can bring to retailing through the retail practices they facilitate. To that end, a literature review is conducted resulting in the documentation of 28 augmented reality (AR) and virtual reality (VR) applications from 38 publications. After analyzing the applications’ functionality and use in retail, the following AR/VR-enabled retail practices emerged: branding and marketing; sales channel; after-sale customer service; virtual try-on; customer-as-designer; virtual training; and workflow management. A principal observation from the analysis is that current AR/VR applications are used mainly for customer-related innovation, with “branding and marketing” being a dominant practice. Simultaneously, some practices are available to serve organization-related and support-related innovation. Finally, it was observed that AR is a popular technology in the retail environment and of high practical value, being an ideal fit for the p urchase journey and workflow management. However, VR is more difficult to implement in retail, as it can be more expensive and complicated to integrate with the sales channel. However, it can create strong emotional engagement due to high immersion and act as a useful tool for branding and training. Therefore, these two technologies in retail and their strengths can supplement each other, thereby creating promising innovation strategies when combined. (More)

CC BY-NC-ND 4.0

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Paper citation in several formats:
Boletsis, C. and Karahasanovic, A. (2020). Immersive Technologies in Retail: Practices of Augmented and Virtual Reality. In Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - WUDESHI-DR; ISBN 978-989-758-480-0; ISSN 2184-3244, SciTePress, pages 281-290. DOI: 10.5220/0010181702810290

@conference{wudeshi-dr20,
author={Costas Boletsis. and Amela Karahasanovic.},
title={Immersive Technologies in Retail: Practices of Augmented and Virtual Reality},
booktitle={Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - WUDESHI-DR},
year={2020},
pages={281-290},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010181702810290},
isbn={978-989-758-480-0},
issn={2184-3244},
}

TY - CONF

JO - Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications - WUDESHI-DR
TI - Immersive Technologies in Retail: Practices of Augmented and Virtual Reality
SN - 978-989-758-480-0
IS - 2184-3244
AU - Boletsis, C.
AU - Karahasanovic, A.
PY - 2020
SP - 281
EP - 290
DO - 10.5220/0010181702810290
PB - SciTePress