Thesis Abstract

Abstract
Augmented Reality (AR) technology has emerged as a powerful tool for enhancing customer engagement in retail marketing. This thesis explores the application of AR in the retail sector to create immersive and interactive experiences for customers. The research investigates the potential benefits of utilizing AR technology to engage customers, drive sales, and build brand loyalty. The study aims to provide insights into how AR can revolutionize the traditional retail experience and offer a competitive advantage to businesses in the digital age. Chapter One Introduction 1.1 Introduction 1.2 Background of the Study 1.3 Problem Statement 1.4 Objectives of the Study 1.5 Limitations of the Study 1.6 Scope of the Study 1.7 Significance of the Study 1.8 Structure of the Thesis 1.9 Definition of Terms Chapter Two Literature Review 2.1 Overview of Augmented Reality in Retail Marketing 2.2 The Evolution of Customer Engagement Strategies 2.3 AR Applications in Retail Environments 2.4 Consumer Behavior and AR Technology 2.5 Impact of AR on Brand Engagement 2.6 AR Implementation Challenges in Retail 2.7 Success Stories of AR in Retail Marketing 2.8 Integration of AR with Marketing Strategies 2.9 Consumer Perception of AR Experiences 2.10 Future Trends in AR for Retail Marketing Chapter Three Research Methodology 3.1 Research Design 3.2 Data Collection Methods 3.3 Sampling Techniques 3.4 Data Analysis Procedures 3.5 Ethical Considerations 3.6 Pilot Study 3.7 Questionnaire Development 3.8 Data Validation Techniques Chapter Four Discussion of Findings 4.1 Analysis of AR Implementation in Retail Marketing 4.2 Customer Engagement Metrics 4.3 Sales Impact of AR Experiences 4.4 Brand Loyalty and AR Technology 4.5 Comparison with Traditional Marketing Strategies 4.6 Customer Feedback and Satisfaction 4.7 Challenges and Opportunities in AR Adoption 4.8 Recommendations for Retailers Chapter Five Conclusion and Summary This thesis concludes by summarizing the key findings and implications of utilizing Augmented Reality for enhanced customer engagement in retail marketing. The research highlights the significant role AR technology plays in transforming the retail landscape and enhancing customer interactions. It suggests practical recommendations for businesses looking to integrate AR into their marketing strategies to create unique and memorable experiences for customers. The study contributes to the existing literature on AR in retail marketing and sets a foundation for future research in this dynamic field. Keywords Augmented Reality, Customer Engagement, Retail Marketing, Immersive Experiences, Digital Innovation, Brand Loyalty.

Thesis Overview

The project titled "Utilizing Augmented Reality for Enhanced Customer Engagement in Retail Marketing" aims to explore the innovative application of augmented reality (AR) technology to enhance customer engagement in the retail marketing sector. With the rapid advancements in technology and the ever-evolving consumer behavior, businesses are constantly seeking new ways to attract and retain customers. Augmented reality, a technology that superimposes digital information onto the real world, presents a promising opportunity for retailers to create immersive and interactive experiences for their customers. The research will begin with an introduction providing an overview of the significance of customer engagement in retail marketing and the role of technology in shaping consumer experiences. The background of the study will delve into the evolution of augmented reality technology and its adoption in various industries, highlighting its potential benefits for the retail sector. The problem statement will address the challenges faced by retailers in engaging customers effectively in a competitive market landscape. The objectives of the study will focus on investigating the impact of augmented reality on customer engagement metrics such as brand awareness, customer loyalty, and purchase intent. The limitations of the study will be acknowledged, including constraints related to the technology infrastructure, budget, and time frame. The scope of the study will define the target audience, research methodology, and geographical focus of the research. The significance of the study lies in its potential to provide valuable insights for retailers looking to leverage augmented reality technology to enhance customer engagement and drive business growth. By exploring the practical applications of AR in retail marketing, this research aims to contribute to the existing body of knowledge on innovative marketing strategies. The structure of the thesis will be outlined, providing a roadmap for the chapters that follow, including a comprehensive literature review on augmented reality, retail marketing, and customer engagement. The research methodology section will detail the research design, data collection methods, and analysis techniques employed in the study. Chapter four will present a detailed discussion of the findings, including case studies, survey results, and practical implications for retailers. Finally, chapter five will offer a conclusion and summary of the key findings, highlighting the implications of the research for theory and practice in the field of retail marketing. Overall, this research project aims to shed light on the potential of augmented reality technology as a tool for enhancing customer engagement in the retail sector, offering valuable insights for businesses seeking to stay competitive in the digital age."