The augmented retail store for augmented customer experiences

Among technological changes currently influencing retail, the implementation of digital strategies to create more experiential retail stores has enriched customers’ experiences. Interactive technologies such as augmented reality (AR) provide particularly promising possibilities. By using AR, retailers can develop strategies to attract existing and potential customers, while customers can experience shopping in augmented, immersive ways in which the digital and physical worlds are combined in an augmented one. Despite the several examples of the use of AR technology in retail, those instances have often been introduced with only a few specific features and with limited applicability. In response, this chapter introduces the concept of an augmented retail store as a more comprehensive integration of physical and digital elements. It may serve as a means to develop an augmented experience for customers and mutual benefits for retailers and consumers and thus provide value for both academics and practitioners.