Strategies for the Successful Implementation of Augmented Reality

Strategies for the Successful Implementation of Augmented Reality

Strategies for the Successful Implementation of Augmented Reality

Barry BermanPh.D, Debra Pollack

Abstract

“Potential benefits of Augmented Reality (AR) to consumers include high levels of interactivity, exposure to an extensive virtual inventory tailored to their needs, high quality customer support, and better integration between web and store-based shopping experiences. Anticipated benefits of a successful AR strategy to a brand or retailer include higher inventory turnover, increased average sales, reduced sales costs, lower customer returns, higher levels of related-item selling, and better customer support outcomes. Despite these revenue and loyalty-enhancing benefits, few companies use AR, develop a highly integrated AR plan, or incorporate AR into their marketing programs.

This article focuses on the successful planning and implementation of AR through a six-step process: (1) determine how AR can help achieve marketing objectives; (2) choose appropriate products, channels, and target markets for AR; (3) select among AR application types; (4) design AR apps; (5) evaluate alternative AR organization formats; and (6) measure the success of AR programs”.

Reference

Berman, B., & Pollack, D. (2021). Strategies for the Successful Implementation of Augmented Reality. Business Horizons. https://www.sciencedirect.com/science/article/abs/pii/S000768132100029X

Keywords 

augmented reality, virtual reality, virtual presentation, virtual mirrors