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Augmented reality in retailing: a review of features, applications and value

Journal article
Authors Federica Caboni
Johan Hagberg
Published in International Journal of Retail & Distribution Management
Volume 47
Issue 11
Pages 1125-1140
ISSN 0959-0552
Publication year 2019
Published at Centre for Retailing
Department of Business Administration, Marketing Group
Pages 1125-1140
Language en
Keywords retailing, augmented reality, literature review
Subject categories Business Administration


The purpose of this paper is to review augmented reality (AR) within retailing by identifying, outlining and discussing definitions of AR, applications of AR that are relevant for retailers, and the value AR provides for retailers and consumers. The paper is based on a review of AR research within the business-oriented literature and an overview of current AR applications within retailing. Based on previous literature, the paper presents a synthesised definition of AR, its main elements and how it differs from virtual reality. Furthermore, it reviews and provides examples of three major types of AR applications in retailing: online web based, in-store and mobile app based. Finally, the paper identifies the specific value that AR applications may provide for consumers and retailers. The paper contributes an overview of a relatively recent but rapidly emerging theme that has not yet been sufficiently reviewed. It outlines areas for further research and thus provides value for both researchers and retail practitioners.

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