Augmented Reality Marketing in Malaysia—Future Scenarios

Abstract

Augmented Reality (AR) marketing is a novel and creative way to market products and services. However, there are concerns about its marketing effectiveness as it is still immature to take over the place of traditional marketing method. Hence, this study was aimed to identify the issues and drivers of employing AR, in marketing, and to study the future trend of AR marketing in Malaysia. Foresight methodology tool, the Social, Technological, Environmental, Economic, Political, and Values (STEEPV) method was used in identifying the issues and drivers of employing AR in marketing. Furthermore, an impact-uncertainty analysis was used to identify the top two drivers of the subject. The top two drivers identified were the "need for interrelation between the virtual and the real word" and "technological knowledge generation" with the highest statistical mean vote for impact and uncertainty, respectively. The development of scenario analysis was constructed in correspondence with the top two drivers which gave insights into the four alternative possibilities in the time horizon of 5 to 10 years. The drivers must coexist in order to generate potential scenarios for the development and sustainability of AR marketing in Malaysia.

Factors Affecting Augmented Reality Adoption in the Retail Industry

“…AR technology allows users to use it in the virtual and real-world at the same time. AR technology enriches our experiences by including virtual mechanisms such as graphics, digital images, or sensations as a novel of interaction with the real world [3]. Considering the tremendous potential of AR technology, several businesses begin to adopt AR technology to interact with their customers.…”

“…Considering the tremendous potential of AR technology, several businesses begin to adopt AR technology to interact with their customers. AR can help marketers promoting their products more creatively [3].…”

“…Although AR technology's benefits and its relevance in doing business are not deniable, research shows that Malaysians are slow in adopting new technology [3]. Retail, tourism, gaming, and other sectors are slowly adopting AR technology [2].…”

“…Malaysian branches of some international companies are using AR technology as a marketing tool. In both products and services, Malaysian companies use AR technology as their marketing tool [3]; however, Malaysian societies are slower in adopting new technologies [8]. Therefore, AR technology usage in retail sectors is much smaller.…”

Preliminary Study of Augment Reality user Experience in Fashion Industry

“…Even there are existing online shopping stores like Zalora, Lazada and Shoppe in Malaysia, the technology may not be fully utilized. According to Ng & Ramasamy (2018), augment reality was the newest and innovative way for future retail scenario in Malaysia. They added, combination between online and offline store are highly needed to ensure the augment reality can be used widely especially those related to marketing industry.…”