An assessment of augmented reality (AR) marketing in retail: Evidence from a fashion outlet in Lagos.
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Background of the study:
Augmented reality (AR) marketing is revolutionizing the retail landscape by merging digital elements with physical shopping experiences. Fashion outlets in Lagos are increasingly adopting AR technologies to offer immersive experiences that allow customers to virtually try on products, visualize styles, and interact with digital content in-store (Ibrahim, 2023). This study examines the implementation of AR marketing strategies and their impact on consumer engagement and purchase behavior. By integrating interactive displays and virtual fitting rooms, fashion retailers aim to enhance the overall shopping experience and differentiate themselves in a competitive market (Adetola, 2024). The research delves into the technical and operational aspects of AR, including its role in boosting product visualization, reducing return rates, and increasing customer satisfaction. Furthermore, the study evaluates the challenges of adopting AR, such as high implementation costs and the need for continuous technological upgrades, and considers how these factors affect overall marketing performance (Akin, 2023). Through a comprehensive analysis of customer feedback and sales data, this investigation provides insights into the effectiveness of AR marketing in enhancing retail performance.
Statement of the problem:
Fashion outlets in Lagos face the challenge of effectively integrating augmented reality marketing into their customer experience strategies. Despite the potential benefits, many retailers struggle with high implementation costs, technical issues, and customer adaptation to new technologies (Adetola, 2024). There is a lack of empirical data on how AR influences purchase decisions and customer engagement in a real-world retail environment. This study aims to address these gaps by assessing the impact of AR marketing on sales performance and identifying key barriers that hinder its optimal utilization (Ibrahim, 2023).
Objectives of the study:
To evaluate the impact of augmented reality marketing on customer engagement and sales.
To identify challenges in implementing AR technology in retail settings.
To recommend strategies for optimizing AR marketing in fashion outlets.
Research questions:
How does augmented reality marketing influence customer behavior in fashion retail?
What are the primary challenges in implementing AR in retail environments?
What strategies can enhance the effectiveness of AR marketing in increasing sales?
Significance of the study:
This study is significant as it offers insights into the transformative potential of augmented reality marketing in retail. The findings will help fashion outlets in Lagos optimize AR strategies to enhance customer experiences and drive sales growth, thus ensuring competitive advantage in a digital era (Ibrahim, 2023; Akin, 2023).
Scope and limitations of the study:
This study is limited to evaluating AR marketing strategies in a fashion outlet in Lagos and does not extend to other retail sectors or regions.
Definitions of terms:
Augmented reality (AR): Technology that overlays digital content onto the real world.
Retail: The sale of goods to consumers in physical or digital stores.
Fashion outlet: A retail store specializing in apparel and accessories.
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