Augmented Reality in Real Stores: Empirical Evidence from Consumers’ Interaction with AR in a Retail Format

Abstract

This exploratory empirical study elucidates the concept of the 'augmented store', namely a physical retail store modified to accommodate AR technology. It extends previous research into immersive environments and technology-enhanced stores from experimental laboratory settings to a real-life scenario with participating consumers. Qualitative data from interviews and observations of consumers using AR technology in-store are analysed to evidence naturalistic understandings of interactions with, and perceptions of, a physical store enhanced with AR technologies. The findings provide evidence to suggest that consumers experience an enhanced, more immersive and enjoyable perception of the store environment as a consequence of the AR experience. They find interaction with the augmented store to be 'realistic', and hedonic motivations for interacting with the immersive store frequently prevail. The AR enhanced store appears to stimulate brand engagement, increasing consumers' desire to shop at the retailer, which provides managerial opportunities to reinforce brand positioning.