Search: WFRF:(Hagberg Johan 1973 ) >
The Augmented Retai...
The Augmented Retail Store for Augmented Customer Experiences
-
Caboni, Federica (author)
-
- Hagberg, Johan, 1973 (author)
- Gothenburg University,Göteborgs universitet,Företagsekonomiska institutionen, Marknadsföring,Centre for Retailing,Department of Business Administration, Marketing Group
-
(creator_code:org_t)
- IGI Global, 2022
- 2022
- English.
-
In: Impact of Digital Transformation on the Development of New Business Models and Consumer Experience. - : IGI Global. - 9781799891796 ; , s. 184-197
- Related links:
-
https://gup.ub.gu.se...
-
show more...
-
https://doi.org/10.4...
-
show less...
Abstract
Subject headings
Close
- Among technological changes currently influencing retail, the implementation of digital strategies to create more experiential retail stores has enriched customers' experiences. Interactive technologies such as augmented reality (AR) provide particularly promising possibilities. By using AR, retailers can develop strategies to attract existing and potential customers, while customers can experience shopping in augmented, immersive ways in which the digital and physical worlds are combined in an augmented one. Despite the several examples of the use of AR technology in retail, those instances have often been introduced with only a few specific features and with limited applicability. In response, this chapter introduces the concept of an augmented retail store as a more comprehensive integration of physical and digital elements. It may serve as a means to develop an augmented experience for customers and mutual benefits for retailers and consumers and thus provide value for both academics and practitioners.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Augmented Retail Store
- Augmented Reality
- Shopping Experience
- Regular Shopping Experience
- Physical Store
- Augmented Customer Experience
- Digital Shopping Experience.
Publication and Content Type
- ref (subject category)
- kap (subject category)
Find in a library
To the university's database