Revolutionizing Customers Shopping Experience via Augmented-Virtual Reality in Retail Business: Whirling Dreams Toward Transforming Retail Industry Reality

Abstract

The retail industry is undergoing a transformative shift with the integration of augmented reality (AR) and virtual reality (VR) technologies. The contemporary retail landscape is witnessing a paradigm shift propelled by the assimilation of AR and VR technologies. The merging of AR and VR technology is bringing about an intense transition in the retail business, which is a constantly changing terrain. The retail industry is entering a new era of immersive and personalized shopping experiences because to this dynamic combination, which is changing the way consumers interact with items and places. With AR apps, customers can aim their smartphones to easily find things, get promotions in real time, and learn more about them. A virtual try-on experience that lets buyers see things in a virtual setting is made possible by AR. With realistic AR simulations, clients can try on items and arrange furnishings in their living room, making better educated purchases. The retailers are now able to provide much customized product suggestions because to AR. AR apps may make personalized product recommendations based on consumer preferences and purchase history, improving the entire shopping experience and raising customer happiness. This paper explores the many uses, difficulties and potential consequences of AR and VR in retail, emphasizing the significant transformations these technologies bring about for the sector. In-store navigation is being revolutionized by AR, which offers consumers an engaging and user-friendly navigational experience.

Citation

Singh, B., Kaunert, C., Vig, K. and Gautam, R. (2024), "Revolutionizing Customers Shopping Experience via Augmented-Virtual Reality in Retail Business: Whirling Dreams Toward Transforming Retail Industry Reality", Verma, B., Mittal, A., Raman, M. and Sindhav, B. (Ed.) Augmenting Retail Reality, Part B: Blockchain, AR, VR, and AI, Emerald Publishing Limited, Leeds, pp. 23-37. https://doi.org/10.1108/978-1-83608-708-320241005