Author(s): Harshita Kaushik, Shivashankar K C
The use of augmented reality (AR) to enhance the customer experience in the context of transforming shopping is a rapidly growing area of research. This research provides a comprehensive overview of the current state of knowledge in this area, drawing on a review of the literature and the results of a recent empirical study. The paper begins by discussing the benefits of using AR to enhance the customer experience in retail. AR can be used to provide customers with more information about products, to create more immersive and interactive experiences, and to make shopping more convenient and efficient. The paper concludes by discussing the challenges and opportunities associated with the use of AR in retail. Some of the challenges include the cost of AR technology, the need for user-friendly AR applications, and the need to ensure that AR applications are effective in meeting the needs of customers. However, the opportunities associated with AR are significant. AR has the potential to revolutionize the retail experience, making shopping more convenient, efficient, and enjoyable for customers.