THE ROLE OF AUGMENTED REALITY IN RETAIL:ENHANCING CUSTOMER EXPERIENCES AND DRIVING SALES

Author: A VeeraViswanath and BODEDDULA SIVA

Published On: 2025-03-26

AR technology has completely revolutionized the way consumers engage with vendors of furniture, appliances, and branded clothing ,transforming there tail sector. This study aims to provide retailer sand practitioners with relevant data on the impact of augmented reality (AR) technology on consumer behavior and in-store experiences.Usinga quantitative research approach and a detailed analysis of the body of recent literature, this study examines how augmented reality (AR) influences brand perception and purchase choices by focusing on both the emotional and cognitive aspects of consumer interactions.

The study's findings show that augmented reality (AR) technology raises buyers' likelihood of making purchases and increases customer happiness and engagement. It also creates immersive shopping experiences, which raise the likelihood that customers would purchase the specific product they have viewed. Retailers may get a competitive edge in the market and unleash new potentials for consumer engagement by leveraging augmented reality technology successfully. The study closes gaps in the literature and provide useful advice on how to use augmented reality (AR) to turn branded apparel stores into engaging retail spaces.

This work also examines how to apply the design thinking approach to the creation of augmented reality-based services that enhance the in-store customer experience by integrating the perspectives of retailers, consumers, and technology. In order to help academics and managers better understand the processes via which augmented reality(AR)influencescustomerdecisionsinretailenvironments,thisstudylooksathowARaffects retail user experience (UX) and how that influences user happiness and readiness to buy.

Keywords: Immersive Retail, Brand Perception, Buying Behaviour, Customer Experience, And Augmented Reality.