Thesis Abstract

Abstract
Augmented Reality (AR) technology has rapidly gained popularity in various industries due to its unique ability to enhance user experiences by overlaying digital information onto the physical world. In the retail sector, AR has the potential to revolutionize marketing strategies by providing immersive, interactive, and personalized experiences for customers. This thesis explores the utilization of AR technology in retail marketing strategies and its impact on customer engagement, brand awareness, and sales performance. The research begins with a comprehensive review of relevant literature on AR technology, retail marketing, consumer behavior, and technology adoption. The literature review highlights the benefits and challenges of implementing AR in retail settings and identifies key success factors for effective integration. Building upon this foundation, the research methodology section outlines the approach taken to investigate the role of AR in enhancing retail marketing strategies. The methodology includes data collection methods, sample selection, data analysis techniques, and ethical considerations. The empirical findings from this study reveal the significant impact of AR technology on various aspects of retail marketing. Results indicate that AR-enhanced marketing campaigns lead to increased customer engagement, improved brand awareness, and higher conversion rates. Furthermore, the study identifies specific factors that influence consumer perceptions and attitudes towards AR applications in retail settings, shedding light on the mechanisms underlying successful AR implementations. The discussion of findings section delves deeper into the implications of the research results, drawing connections between theoretical frameworks and practical insights derived from the data analysis. This section also explores the managerial implications of incorporating AR technology into retail marketing strategies, offering recommendations for retailers looking to capitalize on this innovative technology. In conclusion, this thesis underscores the transformative potential of AR technology in reshaping retail marketing strategies and enhancing the overall customer experience. By leveraging AR capabilities to create engaging and interactive marketing campaigns, retailers can differentiate themselves in a competitive marketplace and forge stronger connections with consumers. This research contributes to the growing body of knowledge on AR applications in retail and provides valuable insights for practitioners, academics, and policymakers seeking to harness the power of technology to drive marketing innovation and business growth.

Thesis Overview