Imagine walking into your favorite retail store and suddenly being greeted by a holographic assistant, showcasing products in a way you’ve never seen before. This isn’t a scene from a sci-fi movie—it’s the exciting reality of augmented reality (AR) in today’s shopping world. Dr. Rekha Attri, Professor and Dean of Student Affairs at Jaipuria Institute of Management, has delved deep into this transformative technology in her latest research paper, “In-Store Augmented Reality Experiences and its Effect on Consumer Perceptions and Behaviour.”
The Magic of AR: A New Dimension in Shopping
Augmented reality has the potential to revolutionize how we shop. It’s not just about adding a digital layer to our physical world; it’s about enhancing our shopping experience profoundly. Dr. Attri’s research explores how AR technologies impact consumer perceptions and behaviors in physical stores.
Picture this: You’re in a store and use an AR app to visualize how a new sofa will look in your living room, or interact with a virtual product demo. This is the kind of vivid, novel, and interactive experience that Dr. Attri’s study examines.
Key Discoveries: What AR Really Brings to the Table
Dr. Attri’s research uncovers how the AR experience affects customers in two main ways:
- Utilitarian Value: How practical and functional the AR experience is. For example, AR tools can help customers make more informed purchase decisions, enhancing their shopping efficiency.
- Hedonic Value: How enjoyable and entertaining the AR experience is. Imagine the thrill of interacting with a virtual product in a way that’s engaging and fun.
The study found that vividness, novelty, and interactivity in AR experiences significantly affect these values. However, there’s a twist:
- Hedonic Value influences a customer’s intention to keep using the store’s AR features but doesn’t necessarily drive them to make a purchase.
- Utilitarian Value drives purchase intentions but doesn’t always lead to continued use of AR features.
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Behind the Scenes: How the Research Was Conducted
To gather these insights, Dr. Attri conducted a store intercept survey at 15 retail outlets across four major cities in India, engaging with 650 participants. This method involved asking shoppers directly about their experiences with AR in these stores. The data was then analyzed using exploratory and confirmatory factor analysis, providing a robust picture of AR’s impact on consumer behavior.
Challenges and Triumphs: The Road to Discovery
One of the main challenges Dr. Attri faced was the relatively new adoption of AR in Indian retail stores. With few stores implementing AR, data collection was challenging and required significant effort and time. Despite these hurdles, the study successfully captured valuable insights into how AR influences shopping behavior.
Practical Takeaways: Making AR Work for Retailers
Dr. Attri’s findings offer practical guidance for retailers looking to leverage AR technology:
- Enhance Vividness: By making AR experiences more vivid, retailers can boost the sensory appeal of their stores, making shopping both easier (utilitarian) and more memorable (hedonic).
- Leverage Novelty: The unique aspects of AR can capture customer attention and differentiate your store from competitors.
- Boost Interactivity: Interactive AR features give customers a sense of control, reducing shopping effort and enhancing both utilitarian and hedonic values.
As Dr. Attri aptly puts it, “By amplifying vividness, retailers can enhance the sensory appeal and encourage customers to experience in-store AR. Vividness not only eases the process of shopping but also creates a memorable store experience. AR’s novelty and interactivity can capture attention and offer a competitive edge.”
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Looking Ahead: AR’s Role in the Future of Retail
Dr. Attri’s research not only highlights the current impact of AR on consumer behavior but also sets the stage for future studies and applications. As AR technology evolves, it will continue to shape how we interact with physical stores, offering new ways to enhance both our shopping efficiency and enjoyment.
For a deeper dive into Dr. Rekha Attri’s research and its implications for the future of retail, check out the full paper here.
