A Review of the Role of Augmented Reality in Improving Retail Shopping Experiences: A Study of Fashion Retailers in Plateau State
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- NGN 5000
Background of the Study
Augmented Reality (AR) has gained significant attention in the retail sector as a technology that enhances consumer engagement by blending the physical and digital worlds. In the fashion retail industry, AR has the potential to revolutionize the way customers shop by allowing them to try on clothes virtually, experiment with different looks, and visualize how products will fit or appear in real-time without physically touching them (Bello & Ibrahim, 2023). This innovation is particularly beneficial for fashion retailers in Plateau State, where customer preferences are diverse and competition is intensifying.
The integration of AR into fashion retailing is seen as a way to bridge the gap between the online and in-store shopping experiences, creating a more personalized and immersive customer journey. Research suggests that AR enhances product visualization, increases consumer confidence in purchase decisions, and improves overall satisfaction by providing an interactive and engaging shopping experience (Mohammed & Adebayo, 2023). Despite its potential, the adoption of AR in fashion retail in Plateau State has been relatively slow, primarily due to high implementation costs, technological barriers, and consumer unfamiliarity with the technology. This study seeks to review the role of AR in enhancing shopping experiences within the fashion retail sector in Plateau State, evaluating its benefits, challenges, and future potential for improving consumer experiences.
Statement of the Problem
The adoption of AR in fashion retail is still in its infancy, particularly in Plateau State. Although AR has shown potential for improving customer experiences and driving sales, many fashion retailers are yet to fully explore or implement AR technology (Alhassan & Nuhu, 2024). Moreover, there is limited empirical research on how AR can impact consumer behavior in the fashion sector in Plateau State, leaving a gap in knowledge regarding its effectiveness in enhancing the shopping experience. This review aims to address these gaps by exploring the role of AR in transforming the retail shopping experience for fashion consumers in the state.
Objectives of the Study
- To evaluate the impact of augmented reality on enhancing customer shopping experiences in fashion retail stores in Plateau State.
- To assess the consumer perception and adoption of AR technology in Plateau State’s fashion retail sector.
- To identify the challenges and opportunities for fashion retailers in Plateau State when integrating AR technology into their businesses.
Research Questions
- How does augmented reality influence the shopping experience of customers in Plateau State’s fashion retail sector?
- What is the level of consumer adoption of augmented reality in fashion retail stores in Plateau State?
- What are the challenges and opportunities associated with implementing augmented reality in fashion retail in Plateau State?
Research Hypotheses
- The use of augmented reality positively influences consumer satisfaction and purchase intention in fashion retail stores in Plateau State.
- Consumers in Plateau State are more likely to adopt augmented reality technology if it enhances their shopping experience.
- Fashion retailers in Plateau State that integrate augmented reality into their business model experience higher customer engagement and sales growth.
Scope and Limitations of the Study
This review will focus on fashion retailers in Plateau State and will explore the use of AR in improving customer shopping experiences. Limitations include the lack of sufficient empirical studies in the state and the potential challenges of measuring the direct impact of AR adoption on consumer behavior.
Definitions of Terms
- Augmented Reality (AR): A technology that overlays digital content, such as images, videos, and 3D models, onto the physical world through devices such as smartphones or AR glasses.
- Fashion Retail: The business of selling clothing and accessories to consumers through physical stores or online platforms.
- Customer Shopping Experience: The overall experience a consumer has while shopping, including aspects such as customer service, product availability, store ambiance, and technology use.
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