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

Bonetti, Francesca; Pantano, Eleonora; Warnaby, Gary; Quinn, Lee; Perry, Patsy

doi:10.1007/978-3-030-06246-0_1

Cited by 19 publications

(6 citation statements)

References 29 publications

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“…Apps, instead, are considered useful for creating a strong relationship with consumers: they allow retailers/suppliers to provide several additional services and information to consumers, who will become increasingly engaged with the product and service co-creation process (Bonetti et al 2019;Pantano 2015). Particularly, they increase the social and experiential benefits, being most useful in the post-purchase phase.…”

Section: Discussionmentioning

confidence: 99%

“…The identification of the items included in the questionnaire was based on the literature review of MAR (Dacko 2017;Bonetti et al 2019;Pantano 2015;McCormick et al 2014) and marketing management related to consumer value (Zeithaml 1988), considering the characteristics of "Made and Italy" F&B products.…”

Section: Step 1: Selection Of Itemsmentioning

confidence: 99%

“…As AR experiences have become widely available on mobile devices, mobile AR (MAR) is important in providing many benefits to both smart consumers and suppliers/ retailers, such as personal promotional tools (Woods 2009), consumer satisfaction, experiential value (Chou 2009), positive and immersive consumer-brand relationships (Owyang 2010). Moreover, it can increase customers' loyalty (Bulearca and Tamarjan 2010), improve the engagement with the retailers, and lead to a greater willingness to shop in "augmented stores" (Bonetti et al 2019;Pantano 2015;McCormick et al 2014).…”

Section: Introductionmentioning

confidence: 99%

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Mobile augmented reality as an internationalization tool in the “Made In Italy” food and beverage industry

et al. 2020

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In marketing studies, many researches have already investigated consumers' responses towards mobile augmented reality (MAR) and the enhancement of user experience. Notwithstanding, little is known on how MAR creates value for consumers and companies, boosting the internationalization process. Therefore, this study aims to investigate the perceived usefulness and value creation of MAR, evaluating both suppliers'/retailers' and consumers' sides in the "Made in Italy" Food and Beverage context. To reach this aim, data were gathered using 5 semi-structured interviews with suppliers/retailers and an online survey administered to 361 consumers. Following a mixed-approach, data were triangulated to enhance generalisation of data. Findings indicate a particular usefulness of MAR for product traceability and communication of nutritional information for consumers. In addition, MAR may help identify falsification for the "Made in" products, especially in international markets such as China and the US. Despite these interesting insights, MAR usage and application are still limited for "Made in Italy" products. Thus, this paper provides new and fresh insights in marketing theory related to new technologies adoption, highlighting interesting implications for marketers working in international contexts.

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Section: Discussionmentioning

confidence: 99%

Section: Step 1: Selection Of Itemsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Mobile augmented reality as an internationalization tool in the “Made In Italy” food and beverage industry

et al. 2020

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“…developed by IT providers) (Baker, 2011;Montecchi et al, 2022). Key factors influencing the degree of CFIT adoption include: perceived benefits and associated risks (Javornik et al, 2021;Pantano and Vannucci, 2019); costs and expected return on investment (Inman and Nikolova, 2017;Ramanathan et al, 2017;Shankar et al, 2020); purpose (including hedonic and/or functional - Bonetti et al, 2019;Javornik et al, 2021;Ogunjimi et al, 2021); complexity (i.e. perceived ease of use -Naicker and Van Der Merwe, 2018;Shankar et al, 2020); and compatibility with the retailer's characteristics (i.e.…”

Section: Characteristics Of the Technology Impacting On Cfit Adoptionmentioning

confidence: 99%

Managerial approaches and sociotechnical implications of the adoption of consumer-facing in-store technology in organizational processes: the case of fashion retail

Bonetti,

Perry,

Warnaby

2023

ITP

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PurposeFashion retailers have increasingly adopted consumer-facing in-store technology (CFIT) to enhance the customer experience/service provision. This paper aims to explore managerial experiences and sociotechnical implications of introducing these technologies into organizational working processes.Design/methodology/approachThis study draws on interpretive analysis of semi-structured interviews with 74 senior fashion retail industry practitioners, technology providers and consultants to understand managerial perspectives on technological innovation issues.FindingsEndogenous and exogenous factors act as drivers or barriers to CFIT adoption and are influenced by strategic and tactical motives. Key issues that retail managers encounter include challenges in aligning technology implementation with retailer brand image to manage risk and reputation, with additional complexity arising from different internal and/or external actors involved, as well as required levels of change in organizational structure.Originality/valueThis study contributes an empirically derived framework identifying reasons for – and the drivers/barriers influencing – fashion retailers' CFIT adoption, classifying three broad approaches to CFIT adoption: embedded, transformative and opportunistic.

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“…Enable virtual access to the store virtually, product visualization, and welcome customers by engaging them with AR at the entrance Customers found the experience very interactive, engaging and fun. It led to better brand engagement and customer satisfaction [89] Use of android-based AR mobile apps for a smart retail experience Analyze how AR apps affect customer experience and benefit the retailers Shopping experience was found to be more efficient and beneficial in various ways [90] IKEA AR application To understand the AR marketing phenomenon, different determinants, such as purchase intention, attitude, hedonic value, telepresence, ease of use, and technology anxiety were calculated…”

Section: Applying Ar In Fight Against Covid-19 Crisismentioning

confidence: 99%

Systematic review and meta-analysis of augmented reality in medicine, retail, and games

Parekh

Patel

et al. 2020

Vis. Comput. Ind. Biomed. Art

116

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This paper presents a detailed review of the applications of augmented reality (AR) in three important fields where AR use is currently increasing. The objective of this study is to highlight how AR improves and enhances the user experience in entertainment, medicine, and retail. The authors briefly introduce the topic of AR and discuss its differences from virtual reality. They also explain the software and hardware technologies required for implementing an AR system and the different types of displays required for enhancing the user experience. The growth of AR in markets is also briefly discussed. In the three sections of the paper, the applications of AR are discussed. The use of AR in multiplayer gaming, computer games, broadcasting, and multimedia videos, as an aspect of entertainment and gaming is highlighted. AR in medicine involves the use of AR in medical healing, medical training, medical teaching, surgery, and post-medical treatment. AR in retail was discussed in terms of its uses in advertisement, marketing, fashion retail, and online shopping. The authors concluded the paper by detailing the future use of AR and its advantages and disadvantages in the current scenario.

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

Cited by 19 publications

References 29 publications

Mobile augmented reality as an internationalization tool in the “Made In Italy” food and beverage industry

Mobile augmented reality as an internationalization tool in the “Made In Italy” food and beverage industry

Managerial approaches and sociotechnical implications of the adoption of consumer-facing in-store technology in organizational processes: the case of fashion retail

Systematic review and meta-analysis of augmented reality in medicine, retail, and games

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