The impact of augmented reality in retail environments: Enhancing customer experience and sales
Dr. Ajit Kaur
This research paper investigates the impact of Augmented Reality (AR) technology in retail environments, focusing on enhancing customer experience and driving sales. The research objectives are to examine the effects of AR on customer engagement, satisfaction, purchase intentions, and brand perception, as well as to identify the implications of AR adoption for retailers. The study employs a quantitative research approach, utilizing customer surveys conducted in a retail store equipped with AR features. Data analysis includes descriptive statistics and comparisons with existing literature to explore the significance of the findings.
Key findings indicate that AR technology significantly enhances customer experiences, leading to higher levels of engagement, satisfaction, and purchase intentions. Customers report positive perceptions of AR features and express a preference for AR-enabled shopping experiences. Additionally, AR technology is found to positively influence brand perception and mitigate product return rates in retail environments.
Implications of the study highlight the importance of integrating AR into retail strategies to create immersive and personalized shopping experiences that resonate with modern consumers. Retailers are encouraged to invest in user-friendly AR interfaces and seamless integration with existing retail platforms to maximize the benefits of AR technology. Policymakers are urged to support initiatives that promote the adoption and integration of AR technology in retail environments to drive economic growth and competitiveness.
Dr. Ajit Kaur. The impact of augmented reality in retail environments: Enhancing customer experience and sales. Int J Res Marketing Manage Sales 2024;6(1):189-194. DOI: 10.33545/26633329.2024.v6.i1c.168