Augmented Reality in Retail (Essay Sample)

Augmented Reality in Retail
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Augmented Reality in Retail
The evolution in the field of information technology has forced different industries to make necessary adjustments in order to meet customers’ expectations and maximize profits. One of the emerging trends affecting the retail sector is the augmented reality, commonly taking the forms such as 3D mock-ups, a platform where customers have a chance to try products (Mekni & Lemieux, 2014). Augmented reality mimics the real world by utilizing digital visual elements, sensory stimuli, among other aspects enabled by technology (Crofton et al., 2019). At its basic level, the use of AR looks at the issues in the physical world and seeks to find smarter insight, thus, enabling the functionality of big data. In the modern retail sector, big data is critical for the understanding of consumer spending. This data is comprised of large data sets analyzed computationally for a deeper understanding of the trends, patterns, and possible associations between interactions and behaviors.
Through the AR technology, brands are better placed in the interaction with the consumers through devices such as smartphones. The resulting effect is the improved experience in the use of technology and the enhancement of the consumer-brand relationship. Traditionally, retailers have been relying on print advertising methods for the promotion of products. However, there has been increased pressure in the recent past to combine media, print, and in-store marketing for a more comprehensive customer experience through AR. Besides, responsive and creative companies have managed to move the retail sector a notch higher through boosted sales and the addition of value to the shoppers’ experience (Cruz et al., 2019). Thus, a wider target audience is attracted through the traditional and non-traditional forms of interactions.
The retail sector also benefit differently from AR, depending on the nature of business. For example, the clothing sector has been reported to have an improved conversion rate as well as a reduction of returns. To facilitate this development, the virtual fitting room has played a significant role (Pereira et al., 2011). The virtual fitting room is also closely related to the 3D product preview, where customers can try items on sale before buying them. As a result, consumers are better placed to access some products that might be difficult to try or acquire. Warehouse space is also an important element to consider in the retail sector that has undergone significant evolution. Through the AR technology, customers can enjoy the improved navigation experience around the warehouse, especially when there are big spaces or many inventories (Puljiz et al. 2018). Furthermore, AR has managed to retain the traditional touch of business through the combination of old and new tactics meant to enhance the retail experience. The improvement of the retail sector through AR is also evident in the manner that products are displayed. Besides, one can also redeem virtual coupons an