The technique of Augmented Reality (AR) changes the perspective of the viewer and integrates digital information into the environment (whatis.techtarget.com, 2016). In the last few years AR has developed from a technical gadget into a marketing tool. As At the moment AR is starting to enter the mainstream but there are still several branches which don’t use this new method.
This article analyses the use of augmented reality applications at the point of sale by going into detail from a technical and (mobile) marketing point of view. Besides discussing the added value of AR implementation the author also refers to the best practices examples IKEA and Audi. In consequence of this new fast growing market the technology is not yet mature and is currently limited by technical barriers.
Inhaltsverzeichnis (Table of Contents)
- I. INTRODUCTION
- II. OVERVIEW: AUGMENTED REALITY & MOBILE MARKETING
- A. The Idea of Augmented Reality
- B. Augmented Reality Applications
- C. Mobile Marketing
- D. Mobile Marketing: Opportunities and Risks
- III. AUGMENTED REALITY AT THE POINT OF SALE
- A. Forms of Augmented Reality at the Point of Sale
- B. Added Value of Augmented Reality Techniques at the Point of Sale
- C. Best Practice Examples: IKEA & AUDI
- D. Return on Investment with Augmented Reality
- E. Limits of Augmented Reality
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This article aims to examine the use of augmented reality (AR) applications at the point of sale, analyzing the technology from both a technical and marketing perspective. It explores the potential benefits and challenges of implementing AR in retail settings, showcasing best practices from companies like IKEA and Audi.
- The evolution and definition of augmented reality
- The role of mobile marketing and its opportunities and risks
- The application of augmented reality at the point of sale
- The value proposition of augmented reality for businesses
- The current limitations and future potential of augmented reality
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter I provides an introduction to augmented reality, discussing its evolution from a technical novelty to a marketing tool. It highlights the increasing use of AR in various sectors, from gaming apps to furniture arrangement, and the potential for customer engagement. Chapter II delves into the concept of augmented reality, explaining its technical principles and differentiating it from virtual reality. It explores the growing market for AR applications and the potential of mobile marketing, outlining opportunities and risks associated with this emerging field. Chapter III focuses on the specific use of AR at the point of sale, discussing its various forms, the added value it brings to the selling process, and showcasing successful implementations by IKEA and Audi. It explores how AR can enhance the customer experience and drive sales.
Schlüsselwörter (Keywords)
Augmented Reality (AR), Mobile Marketing, Point of Sale, Customer Experience, Retail, Innovation, Technology, Wearables, Best Practices, IKEA, Audi, Return on Investment (ROI), Industry 4.0
- Citation du texte
- Jessica Wagner (Auteur), 2016, Augmented Reality Applications at the Point of Sale, Munich, GRIN Verlag, https://www.grin.com/document/345421
