AR In-Store Solutions for Different Fashion Retail Environments: Retailers’ Perspectives

Xue, Liangchao; Parker, Christopher J.; Hart, Cathryn A.

doi:10.1007/978-3-031-25390-4_3

Cited by 3 publications

(2 citation statements)

References 20 publications

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“…3.1 Phase one: co-design workshops Phase one evaluated current shopping modes and discovered design opportunities. We used co-design methods by using touch-point cards (Xue, 2021a) during the customer journey to facilitate mapping, identifying and analysing results for idea generation in three participatory design workshops. We selected co-design as it generates more innovative solutions than traditionalsolo-expertdesign methods provide (Mitchell et al, 2016).…”

Section: Augmented Reality and Fashion Retailmentioning

confidence: 99%

“…3.1.2 Data collection. In preparation for the workshop, we created touch-point cards in standard playing card size (Xue, 2021a) during the consumers' shopping process. Participants interacting with touch-point cards encouraged a discussion regarding the choice of images for the cards and the usage of the cards themselves.…”

Section: Augmented Reality and Fashion Retailmentioning

confidence: 99%

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How augmented reality can enhance fashion retail: a UX design perspective

Xue

Parker

Hart

2022

IJRDM

Self Cite

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PurposeTo develop compelling augmented reality (AR) experiences, this paper aims to examine AR value to physical fashion retail, defines the most effective form (e.g. app vs magic mirror) and assesses AR’s impact on consumer behaviour.Design/methodology/approachThis study comprises two phases. Phase one conducted three co-design workshops with 15 participants (aged 18–34) to evaluate current shopping modes and discover design opportunities. Phase two designed two AR prototypes (AR Branded App and Magic Mirror) and evaluated the prototypes through experience prototype experiments with 42 participants.FindingsParticipants have a positive attitude towards AR shopping adoption, improving consumer satisfaction and boosting purchase intention. AR technology can be the value in enjoyment to make the shopping experience more fun. However, no participants thought entertainment would trigger their intention to use AR. Therefore, designing useful AR apps that provide substantial functional benefits with enjoyment-oriented elements will encourage consumers to engage in high-street physical retail. In this way, consumers can interact with products and receive more information. AR can help luxury brands tell a story from a hedonic perspective, enabling consumers to engage with the story while maintaining human interaction to ensure an elevated level of service quality.Originality/valueThis study devises six design requirements to guide innovators and retailers in creating AR retail environments that satisfy their customer’s desires.

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Section: Augmented Reality and Fashion Retailmentioning

confidence: 99%

Section: Augmented Reality and Fashion Retailmentioning

confidence: 99%

How augmented reality can enhance fashion retail: a UX design perspective

Xue

Parker

Hart

2022

IJRDM

Self Cite

View full text Add to dashboard Cite

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Decoding ambivalence: The potential of cue-based design for Customer Facing Technologies

Reiners,

Ostern,

Fischer

2024

Electronic Commerce Research and Applications

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From Interaction to Immersion

Jayawardena,

Bandyopadhyay,

Bibi

2024

Improving Service Quality and Customer Engagement With Marketing Intelligence

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In recent times, marketers have started using augmented and virtual reality (AR-VR) to offer unique customer experiences and enhance engagement. While the use of AR-VR in marketing has become the ‘new normal', businesses are still struggling to use these tools to effectively attract and retain customers. Building on the existing literature, this chapter argues that overcoming these challenges requires understanding how to seamlessly integrate these tools throughout the customer journey. This will help businesses in curating AR-VR-enabled spaces that are aligned with customers' experiential preferences at different stages. In this chapter, the authors first summarize the impact of AR-VR technologies on customer engagement. Secondly, the challenges related to integrating these immersive technologies are highlighted. The authors then integrate the literature on AR-VR technologies and the customer journey and propose a framework and encourage academicians and practitioners to focus more on the different stages of the customer journey while designing AR-VR enabled marketing strategies.

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AR In-Store Solutions for Different Fashion Retail Environments: Retailers’ Perspectives

Cited by 3 publications

References 20 publications

How augmented reality can enhance fashion retail: a UX design perspective

How augmented reality can enhance fashion retail: a UX design perspective

Decoding ambivalence: The potential of cue-based design for Customer Facing Technologies

From Interaction to Immersion

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