Augmented Reality and Customer Experiences in Retail: A Case Study

Stefan Henningsson, Nageswaran Vaidyanathan, Philip Archibald, Mark Lohse

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review


This paper exposes the contingent implications of Augmented Reality (AR) on customer experiences in retail. We investigate how an AR application commissioned by the Danish designer house Louis Poulsen affects the customer experience in retail. Our study shows that AR provides possibilities to engineer the conditions influencing the customer experiences as well as to redistribute control of touchpoints in the customer journey. Consumer’s perception of the experience is exposed to a widening of the consumer-to-consumer influence, changing demographics, new event sequences and less manageable service recovery. Yet, these effects are contingent causalities where the effective harnessing of AR’s experience-enabling capacities require deep transformation of the existing structures by which customer experiences are formed. We therefore advance the argument that broad diffusion of AR in the retail setting will only happen in relation to a reformation of the retail industry, to which AR can contribute but not single-handedly motivate.
TitelAMCIS 2020 Proceedings
RedaktørerBonnie Brinton Anderson, Jason Thatcher, Rayman D. Meservy, Kathy Chudoba, Kelly J. Fadel, Sue Brown
UdgivelsesstedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
ISBN (Elektronisk)9781733632546
StatusUdgivet - 2020
Begivenhed26th Americas Conference on Information Systems. AMCIS 2020: Virtual Conference - Virtual
Varighed: 10 aug. 202014 aug. 2020
Konferencens nummer: 26


Konference26th Americas Conference on Information Systems. AMCIS 2020