Augmented Reality and Customer Experiences in Retail: A Case Study

Stefan Henningsson, Nageswaran Vaidyanathan, Philip Archibald, Mark Lohse

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Abstract

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.
Original languageEnglish
Title of host publicationAMCIS 2020 Proceedings
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2020
Article number18
ISBN (Electronic)9781733632546
Publication statusPublished - 2020
Event26th Americas Conference on Information Systems. AMCIS 2020: Virtual Conference - Virtual
Duration: 10 Aug 202014 Aug 2020
Conference number: 26
https://amcis2020.aisconferences.org/

Conference

Conference26th Americas Conference on Information Systems. AMCIS 2020
Number26
LocationVirtual
Period10/08/202014/08/2020
Internet address

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