An inquiry into augmented reality applications on retail marketing: A study of a fashion outlet in Lagos, Nigeria
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- NGN 5000
Background of the study
Augmented Reality (AR) has emerged as a transformative technology in retail marketing, enabling consumers to interact with products in innovative ways. Fashion outlets in Lagos, Nigeria, are increasingly utilizing AR applications to enhance the shopping experience by allowing customers to virtually try on apparel, visualize products in real-time, and receive interactive styling advice (Oluwaseun, 2023). These AR solutions bridge the gap between physical and digital retail, providing immersive experiences that can significantly influence purchase decisions. By integrating AR into their marketing strategies, fashion outlets can differentiate themselves in a competitive market and create memorable, personalized shopping experiences. However, challenges such as technological adoption, high development costs, and consumer readiness remain prevalent (Akinola, 2024). This study investigates the application of AR in retail marketing within a fashion outlet in Lagos, examining how AR enhances customer engagement, improves product visualization, and ultimately drives sales. The research also explores the potential challenges and limitations in the integration of AR, providing insights into the strategic benefits and future prospects of AR in retail marketing (Babatunde, 2025).
Statement of the problem
Fashion outlets in Lagos encounter difficulties in effectively integrating augmented reality into their marketing strategies due to high implementation costs, technological complexity, and limited consumer familiarity (Oluwaseun, 2023). While AR has the potential to revolutionize the shopping experience, these challenges hinder its full adoption and effectiveness. This study seeks to investigate the gap between the theoretical benefits of AR and the practical challenges faced by fashion retailers, assessing whether AR applications truly enhance customer engagement and drive sales in a competitive retail environment (Akinola, 2024).
Objectives of the Study
To explore the role of AR applications in retail marketing.
To assess the impact of AR on customer engagement and sales.
To recommend strategies for overcoming AR implementation challenges.
Research Questions
How do AR applications influence customer engagement in fashion retail?
What challenges affect the implementation of AR in retail marketing?
How can AR be optimized to enhance the shopping experience?
Significance of the study
This study offers valuable insights into the potential of augmented reality to transform retail marketing in fashion outlets. Its findings will guide retailers in Lagos on effective AR integration to boost customer engagement and drive sales. The research also contributes to broader discussions on technological innovation in retail marketing (Babatunde, 2025).
Scope and Limitations of the Study
This study is limited to exploring the application of augmented reality in retail marketing within a fashion outlet in Lagos, Nigeria.
Definitions of Terms
Augmented Reality (AR): Technology that overlays digital information on the real world to enhance user experience.
Retail Marketing: Strategies used by retailers to promote and sell products to consumers.
Fashion Outlet: A retail store specializing in clothing and fashion accessories.
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