Managing omni-customer brand experience via augmented reality: A qualitative investigation in the Italian fashion retailing system. Issue 3 (25th February 2020)

• Record Type: Journal Article
• Authors: Cuomo, Maria Teresa; Tortora, Debora; Festa, Giuseppe; Ceruti, Francesca; Metallo, Gerardino
• Is Part Of: Qualitative market research. Volume 23:Issue 3(2020)
• Page Start: 427
• Page End: 445
• Publication Date: 2020-02-25
• Subjects: Augmented reality -- Qualitative analysis -- In-store brand smart settings -- Omni-customer approach; Marketing research -- Periodicals; 658.8305
• DOI: 10.1108/QMR-11-2017-0142
• Languages: English
• ISSNs: 1352-2752

Abstract

Abstract : Purpose: The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR enhances the brand of extra-contents, both informational and sensorial, amplifies its significance toward consumers and inflects its commercial and emotional charm through new dimensions in the store. In this light, the purpose of this paper is to verify whether AR affects customer behavior toward brands in the retailing system. Design/methodology/approach: By means of a qualitative approach, a preliminary research question linking technological settings of the store/brand and customer informational eagerness has been analyzed in a fashion retailing chain store. To frame the research question, the omni-customer segment perspective has been assumed, taking into consideration two main dimensions as follows: implementation of in-store AR settings; and affective/cognitive/functional structure of the experiential brand value. Findings: Preliminary findings suggest that AR can create extra brand value by simplifying the decision-making process and engaging customers. In the sum four "realms" in terms of augmented brand experience can emerge and be managed by retailers. Originality/value: Even though the contribution of AR is easily understood in selling activities from a marketing perspective, very few retail applied studies can be found to-date. The present analysis aims to narrow this gap. It also contributes to brand management, stimulating the integration of the AR dimension as an additional facet of a brand tool kit in the "project" for value co-creation.