Augmented Reality in Retail Marketing: Customer Experience Enhancement and Technology Adoption Barriers

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@article{1716690,
      author = {Dr. Shravasti Jain, Dr. Pranab Deb},
      title = {Augmented Reality in Retail Marketing: Customer Experience Enhancement and Technology Adoption Barriers},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {8},
      number = {8},
      pages = {1160-1171},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1716690.pdf},
      abstract = {This research paper examines the transformative impact of Augmented Reality (AR) technology on retail marketing, focusing on customer experience enhancement and the barriers hindering widespread adoption. Based on comprehensive analysis of recent market data from 2020-2022, this study reveals that the global AR retail market has grown from USD 2.22 billion in 2022 to a projected USD 11.64 billion by 2033, representing a 20% CAGR. The research demonstrates that AR implementation leads to significant improvements in customer engagement, with 94% higher conversion rates for products featuring AR content and a 25% reduction in product returns. However, adoption barriers persist, including technological limitations, high implementation costs, and infrastructure challenges. The study provides evidence-based insights into the current state of AR in retail marketing and offers strategic recommendations for successful implementation.},
      keywords = {Augmented Reality, Retail Marketing, Customer Experience, Technology Adoption, Digital Transformation},
      month = {February},
      doi = {https://doi.org/10.64388/IREV8I8-1716690}
  }