Augmented Reality and Its Relationship With Customer Experience in Retailing

Abstract

Today, traditional retailers have been faced with tough competition mainly because of the internet and online shopping. There is no doubt that online shopping is increasing all around the world, even in the developing countries. Although it is said that internet has a pressure on companies to decrease their price, up to date studies showed the opposite way. In other words, people do not buy from the internet because of just low price; branding is still the most important criteria for people. Because of this, companies have started making investment on digital branding. Of course, the logical point behind the branding is still same, but the tools they use to create high brand equity are different. With the help of technology, firms, especially those who have online selling via their websites, generate different vehicles to differentiate their selves from competitors, and give their customers a unique online experience. One of the vehicles that they use nowadays is augmented reality.