Augmented Reality in Retail-A Case Study
Nageswaran Vaidyanathan · 2020
The emergence of Augmented Reality (AR) in retail to enhance online and offline shopping customer experiences is fueling different opportunities. Mastercard Labs, with ODG and Qualcomm, implemented an AR smart glass with iris authentication and digital wallet integration proof of concept in Saks Fifth Avenue retail stores. The purpose was to understand customers' perceived ease of use of the set up for utilitarian and hedonic values. A qualitative case study was conducted using the Technology Acceptance Model as the theoretical basis combining utilitarian and hedonistic values associated with the perceived usefulness of this technology.