Modernizing Customer Experience Through Augmented-Virtual Reality in Emerging Markets

Abstract

The retail sector is experiencing a significant transformation through the integration of augmented reality (AR) and virtual reality (VR) technologies. The convergence of AR and VR is driving a substantial change in the dynamic and ever-evolving retail business. This integration is ushering in a new era of immersive and personalized shopping experiences, fundamentally altering how consumers engage with products and environments. Through AR applications, customers can effortlessly use their smartphones to locate items, receive real-time promotions, and gain additional information about them. Augmented reality enables a virtual try-on experience, allowing buyers to visualize products in a virtual setting. This chapter explores the various applications, challenges and potential implications of AR and VR in the retail sector, highlighting the substantial transformations these technologies bring to the industry. Augmented reality is revolutionizing in-store navigation, providing consumers with an engaging and user-friendly navigational experience.