Abstract:

The experience of purchasing goods is being shaped by a variety of technologies that are not only influencing the shopping experience, but also changing the way brands design their digital presence. Augmented reality, a technology that delivers multisensory experiences that merge the real world with the digital, discussed in this article, is gaining presence in retail. The multidisciplinary teams of companies in this field, often through their Marketeers and Brand Managers, have proposed the creation and promotion of distinctive technological experiences that put the user/customer at the centre. This trend has taken hold not only in physical commerce, but increasingly in online commerce, which has seen an unpredictable surge prior to the pandemic associated with COVID19.

This paper provides an overview of an ongoing PhD research project at the University of Aveiro that is investigating the current use and potential of augmented reality solutions for customer experience in shopping centres. In close collaboration with the DigiMedia Research Centre and based on an exploratory methodology, the work developed by a PhD student from the University of Aveiro doctoral program in Business and Economics, in close collaboration with the DigiMedia research centre, aims to describe the current practises and perceptions regarding the use of these augmented reality technologies in Portuguese shopping centres. A thorough literature review has already shown that research in the field of this technology and in the specific context of retail is not yet widely conducted, although there are indicators that point to a steady increase in projects and contexts of practical application. The research designed includes the use of a questionnaire for shopping centre customers, interviews with three shopping centre managers, two interviews with companies that develop and provide apps for shopping centres, and a focus group with shopping centre customers. The research designed is clearly focused on establishing bridges and collaboration between the university and the industry and results are expected to contribute to a better understanding of the adoption of AR based apps and services in this context of use, as well as to further research that can be conducted to improve customer experience, engagement and overall satisfaction.

Keywords:

Augmented Reality, Marketing, Innovation, User Experience, Extended Reality.