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) is revolutionizing the retail landscape by merging digital content with the physical shopping experience. Fashion outlets in Lagos are increasingly employing AR technologies to allow customers to virtually try on products, visualize styles, and interact with digital enhancements in-store. This study evaluates how AR marketing influences customer engagement, enhances product visualization, and drives purchasing decisions (Ibrahim, 2023; Adetola, 2024). By creating immersive and interactive experiences, AR not only differentiates the retail experience but also fosters a deeper connection between the consumer and the brand. The research discusses the technological advancements in AR, its integration with mobile applications, and the potential challenges such as high implementation costs and the need for continuous technological updates. Overall, the study aims to provide a comprehensive analysis of the effectiveness of AR marketing in elevating the retail experience and boosting sales.
Statement of the problem:
Fashion outlets in Lagos face challenges in integrating AR technology into their marketing strategies. Although AR has the potential to enhance customer engagement, issues such as high costs, technical limitations, and customer adaptation hinder its widespread adoption. There is limited empirical research on the direct impact of AR marketing on consumer purchasing behavior in the retail sector (Ibrahim, 2023).
Objectives of the study:
To assess the impact of AR marketing on customer engagement and sales.
To identify challenges in implementing AR in retail environments.
To propose strategies for optimizing AR marketing in fashion outlets.
Research questions:
How does AR marketing influence consumer behavior in fashion retail?
What challenges affect the successful implementation of AR technology?
What strategies can improve the effectiveness of AR in retail?
Significance of the study:
This study is significant as it provides insights into how AR marketing can transform the retail experience by enhancing customer engagement and driving sales. The findings will help fashion retailers in Lagos to adopt cost-effective and impactful AR strategies, ensuring a competitive advantage in the evolving digital marketplace (Ibrahim, 2023; Adetola, 2024).
Scope and limitations of the study:
This study is limited to evaluating AR marketing strategies for a fashion outlet in Lagos.
Definitions of terms:
Augmented reality (AR): Technology that overlays digital information on the physical world.
Retail: The sale of goods to consumers.
Fashion outlet: A retail store specializing in apparel and accessories.
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