3. Augmented reality in retailing
Barbara Borusiak, Bartłomiej Pierański · 2017
The technology of augmented reality (AR) has been used for some time in such fields as medicine, tourism and education. In the area of retail trade, the use of AR can be described as being in an initial phase. Therefore, it is still uncertain whether this technology will become a permanent part of retailing; resulting in increased customer satisfaction, an increased volume of purchases, greater customer loyalty, and thus an increase in retailers' profits; or will turn out to be a passing fad, quickly replaced by other solutions. This chapter consists of three parts. The first part describes the essence of AR; the second presents the specificity of applying AR in the retail trade; and the third, final part contains examples in the use of AR by retailers.