Augmented reality (AR) is a technology that superimposes virtual objects onto a live view of physical environments, helping users visualize how these objects fit into their physical world. Researchers from City University of Hong Kong and Singapore Management University published a new paper in the Journal of Marketing that identifies four broad uses of AR in retail settings and examines the impact of AR on retail sales.
The study, forthcoming in the Journal of Marketing, is titled “Augmented Reality in Retail and Its Impact on Sales” and is authored by Yong-Chin Tan, Sandeep Chandukala, and Srinivas Reddy. The researchers discuss the following uses of AR in retail settings:
Taken together, these findings provide converging evidence that AR is most effective when product-related uncertainty is high. Managers can thus use AR to reduce customer uncertainty and improve sales.