Virtual Try On
U. R. Hareesh Kumar, Mon S. Ambeesh · 2022
With its immense potential to turn imaginations into reality, Augmented Reality (AR) has ushered an unprecedented revolution in modern-day business. AR is a set of elements that helps to create a superimposed view of real-world entities with virtual objects by using sensory inputs such as images, sound, graphics, etc. It has transformed the traditional marketing practices into a technology-driven strategy essential for Industry 4.0. A unique AR-centred technology named Virtual Try On is widely used for marketing purposes nowadays, especially in the fashion and lifestyle business. Hence, examining the emerging digitally centred Virtual Try On approaches and their pertinence in modern-day marketing strategies is relevant. The present study examines the significance of Virtual Try On technology in jewellery marketing. The study emphasizes Virtual Try On enfolded marketing strategies of Indian branded jewellery retailers. The study found that this technology enhances customer experience and helps to make the right purchase decision. It enables marketers to deliver personalized marketing strategies. However, the quality of the applications and privacy factors are some crucial concerns related to Virtual Try On applications.