Enabling smart retail settings via mobile augmented reality shopping apps

By Scott G. Dacko. 2017

475 citations recorded by the source corpus.

Retail settings are being challenged to become smarter and provide greater value to both consumers and retailers. An increasingly recognised approach having potential for enabling smart retail is mobile augmented reality (MAR) apps. In this research, we seek to describe and discover how, why and to what extent MAR apps contribute to smart retail settings by creating additional value to customers as well as benefiting retailers. In particular, by adopting a retail customer experience perspective on value creation, analysing the content of MAR shopping apps currently available, and conducting large-scale surveys on United States smartphone users representing early technology adopters, we assess level of use, experiential benefits offered, and retail consequences. Our findings suggest that take-up is set to go mainstream as user satisfaction is relatively high and their use provides systematic experiential benefits along with advantages to retailers. Despite some drawbacks, their use is positively associated with multiple retail consequences. MAR apps are seen as changing consumer behaviour and are associated with increasingly high user valuations of retailers offering them. Implications for more effective use to enable smart retail settings are discussed.

Subfields: Information Systems and Management, Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/c9d3ae7e53f2e03be7d0a6b02a871d7544fb4087

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Citations in the corpus

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences (2017, background): “Customers expect AR to deliver experiential benefits while also reducing their decision-making uncertainty (Dacko 2016), but most extant research into AR is limited to a focus on generic technology acceptance models (e.g., Rese et al. 2016).”
The digital revolution in the travel and tourism industry (2019, background): “Several authors (Buhalis and Ama-ranggana 2013; Boes et al. 2015; Buhalis and Amaranggana 2013, 2017) have high-lighted how a smart destination qualifies as such when it offers the basic features of any territory dedicated to tourism, known as the 6 As (attractions, access, amenities, available…”
Mobile Augmented Reality Survey: From Where We Are to Where We Go (2017, background): “Dacko [49] discusses how and why the use of MAR applications can impact the retail market.”
We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships (2018, methodology): “It thus answers previous calls for more holistically examining consumers’ AR experiences (Dacko, 2017; Javornik, 2016b), how AR reshapes mobile shopping (Shankar et al.”
The influence of flow experience in the augmented reality context on psychological ownership (2021, background): “As emphasized by Dacko (2017), “more complete information on commodities” is recognized the biggest benefit for the usage of AR shopping devices, which is why AR technology has the potential to capture customers’ attention.”
Survey on Network Slicing for Internet of Things Realization in 5G Networks (2021, background): “Technologies such as AR/VR that require network slicing for its realisation have the ability to inﬂuence the customer’s decision, ﬁnally impacting smart retail [148].”