The rise of augmented reality (AR) technology offers marketers promising opportunities to engage customers and transform their brand experience. While companies are eager to invest in AR, little research has been done on its impact in the real world. This study outlines four broad applications of the technology in retail: to entertain customers, educate customers, help them assess product suitability, and improve the post-purchase consumption experience.

The researchers specifically focus on using AR to facilitate pre-purchase product evaluation, examine its impact on online retail sales, and share findings from their research.

Journal of Marketing webinar: January 25, 2022

Featured speakers: Yong-Chin Tan (City University of Hong Kong) and Srinivas K. Reddy (Singapore Management University)

Full Journal of Marketing article: https://doi.org/10.1177/0022242921995449

Read more about this research: https://www.ama.org/2021/04/20/augmented-reality-in-retail-and-its-impact-on-sales-2/

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