The Impact of Augmented Reality in Physical Stores

View Sample PDF

Author(s): Carolina Afonso (Lisbon School of Economics and Management (ISEG), University of Lisbon, Portugal)and Maria do Carmo Carreira (Lisbon School of Economics and Management (ISEG), University of Lisbon, Portugal)
Copyright: 2026
Pages: 30
Source title: Cases on Social Media Marketing Engagement Tactics
Source Author(s)/Editor(s): Jorge Remondes (Instituto Politécnico do Porto, Portugal)
DOI: 10.4018/979-8-3373-2357-2.ch005

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

Purchase

View The Impact of Augmented Reality in Physical Stores on the publisher's website for pricing and purchasing information.

Abstract

While online channels have the attention of consumers for their ease and convenience, brick-and-mortar have responded by integrating immersive technologies to remain competitive. Augmented Reality is revolutionizing the retail industry by seamlessly blending digital technology with traditional shopping environments. This chapter delves into the impact of AR on consumer behavior, emphasizing its role in enhancing personalization, interaction, and retailtainment within physical stores. By integrating AR technologies, retailers can offer immersive experiences that allow customers to visualize products in real-time, leading to more informed purchasing decisions and satisfaction. For instance, virtual try-ons enable shoppers to see how clothing or accessories fit without physically trying them on, bridging the gap between convenience and personalization. This chapter aims to provide an analysis of how AR technologies are reshaping the consumer experience in physical retail settings, offering insights into their potential to drive customer satisfaction in an competitive market.

The IRMA Community

Research IRM

The Impact of Augmented Reality in Physical Stores

Purchase

Abstract

Related Content

IRMA Sponsors