Thesis Abstract

Abstract
This thesis explores the utilization of augmented reality (AR) in enhancing retail marketing strategies. Augmented reality is a cutting-edge technology that superimposes digital information onto the physical world, providing an interactive and immersive experience for users. The retail industry is constantly evolving, with marketers seeking innovative ways to engage and attract customers. This research aims to investigate the impact of implementing AR technology in retail marketing strategies and its implications for consumer behavior and brand engagement. The study begins with an introduction to augmented reality technology and its applications in marketing, highlighting its potential to revolutionize the retail industry. A comprehensive review of relevant literature is conducted to provide a theoretical framework for understanding the role of AR in retail marketing. The literature review covers topics such as consumer behavior, brand engagement, experiential marketing, and technology adoption in retail. The research methodology section outlines the approach taken to investigate the research questions, including the research design, data collection methods, and data analysis techniques. Surveys and interviews are conducted with retail marketers and consumers to gather insights into the effectiveness of AR in retail marketing strategies. The findings of the study reveal that the integration of AR technology in retail marketing strategies can significantly enhance customer engagement, increase brand awareness, and drive sales. Consumers are more likely to interact with brands that offer AR experiences, leading to a positive impact on brand perception and loyalty. The discussion section delves into the implications of the research findings, highlighting the importance of incorporating AR technology in retail marketing strategies to stay competitive in the digital age. Practical recommendations are provided for retailers looking to implement AR solutions, including best practices for creating engaging AR experiences and measuring the effectiveness of AR campaigns. In conclusion, this thesis demonstrates the potential of augmented reality in transforming retail marketing strategies and enhancing customer experiences. By embracing AR technology, retailers can create unique and interactive marketing campaigns that resonate with consumers and drive business growth. The findings of this study contribute to the existing body of knowledge on the use of AR in marketing and offer valuable insights for practitioners and researchers in the field.

Thesis Overview