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.
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
IV. CONCLUSION
Research Objectives and Core Topics
The paper examines the integration of Augmented Reality (AR) in retail and marketing, aiming to determine whether investment in AR technologies is viable for businesses and how these tools can be effectively utilized at the point of sale to influence the customer journey and purchase behavior.
- Technical and marketing foundations of Augmented Reality.
- Opportunities and risks associated with mobile marketing.
- Practical application of AR at the point of sale.
- Analysis of real-world best practice examples (IKEA and Audi).
- Challenges, limitations, and future outlook of AR implementation.
Excerpt from the Publication
C. Best Practice Examples: IKEA & AUDI
In the following passage one best practice example for a successful implementation of AR in mobile applications for retailing firms is the IKEA app is shown:
The IKEA app enables customers to virtually place pieces of furniture in their own home using the accurate proportion and placement. By using the camera the user can place the piece of furniture wherever wanted, can test if it fits in and can find out if it obtains the desired effect. All this process takes place at home without visiting an IKEA store (Etailment.de, 2016). The added-value for the user is that he has the possibility of eliminating and favoring different products and then exactly knows what he wants when he enters the store or can buy the product online. The user then has a higher chance of buying the product on the spot without returning it or needing time to think about it. Beyond the new experience of buying and planning furniture online, IKEA’s AR application changes how customers view the brand. The customers now match the experience on the app with the innovative designs in store and IKEA has the opportunity to communicate with the customer using interactive and up-to date content (Accenture, 2014, p.10). IKEA’s innovation of the catalogue leaded to 6.2 million installs, being the number 1 downloaded marketing app for a brand. Users spent an average of eight minutes with the app compared to three minutes with just the catalogue (Smartinsights.com, 2016).
Chapter Summary
I. INTRODUCTION: The introduction outlines the rapid advancement of technology and the emergence of Augmented Reality as a significant marketing tool for modern businesses.
II. OVERVIEW: AUGMENTED REALITY & MOBILE MARKETING: This chapter defines the technical concepts behind AR, explores mobile marketing opportunities, and discusses associated risks like data security and user acceptance.
III. AUGMENTED REALITY AT THE POINT OF SALE: This section investigates how AR is applied in retail, evaluates its added value, analyzes case studies like IKEA and Audi, and addresses ROI and technical limitations.
IV. CONCLUSION: The conclusion summarizes the transformation of AR from a technical novelty into a mainstream marketing asset that is becoming essential for retail competitiveness.
Keywords
Augmented Reality, Mobile Marketing, Point of Sale, Retail, Digital Customer, Interactive Content, Wearables, Customer Journey, ROI, Marketing Strategy, IKEA, Audi, App Development, Emerging Market, Digital Transformation
Frequently Asked Questions
What is the primary focus of this paper?
The paper explores the role of Augmented Reality as a modern marketing tool, specifically focusing on its application at the point of sale to enhance the consumer experience.
What are the main thematic areas covered?
The document covers technical definitions of AR, mobile marketing strategies, practical retail applications, best-practice case studies, and the challenges of technological implementation.
What is the core research question?
The author seeks to answer whether it is worth for brands to invest in AR technology and how it can be strategically used at the point of sale to influence purchasing decisions.
Which scientific methodology is utilized?
The research is based on a technical and marketing analysis, incorporating industry reports, statistics, and qualitative evaluation of established case examples.
What does the main body address?
The main body examines AR from both a technical and mobile marketing perspective, detailing how AR integrates with physical retail environments and analyzing specific industry implementations.
Which keywords best describe this research?
Core keywords include Augmented Reality, Mobile Marketing, Point of Sale, Retail, Customer Journey, and ROI in digital marketing.
How does the IKEA app demonstrate the benefit of AR?
The IKEA app allows customers to virtually place furniture in their homes, which helps them make informed purchasing decisions and reduces the likelihood of product returns.
What is the significance of the "opt-in" concept mentioned?
The "opt-in" concept represents a hurdle for AR and mobile marketing, as it requires users to proactively grant permissions or download apps, necessitating a high level of user trust and acceptance.
What is the role of wearables in future retail marketing?
Wearables offer new opportunities for "market at a glance" strategies, allowing companies to send targeted, location-based information to consumers as they walk through a physical store.
- Arbeit zitieren
- Jessica Wagner (Autor:in), 2016, Augmented Reality Applications at the Point of Sale, München, GRIN Verlag, https://www.hausarbeiten.de/document/345421
