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Table 3 AR in retail

From: Systematic review and meta-analysis of augmented reality in medicine, retail, and games

Survey topic Description Results Reference
AR-enhanced fashion store (sportswear retail store located in UK selected as a case study) Enable virtual access to the store virtually, product visualization, and welcome customers by engaging them with AR at the entrance Customers found the experience very interactive, engaging and fun. It led to better brand engagement and customer satisfaction [89]
Use of android-based AR mobile apps for a smart retail experience Analyze how AR apps affect customer experience and benefit the retailers Shopping experience was found to be more efficient and beneficial in various ways [90]
IKEA AR application To understand the AR marketing phenomenon, different determinants, such as purchase intention, attitude, hedonic value, telepresence, ease of use, and technology anxiety were calculated The outcome was positive on the customer experience side. It was further observed that users preferred apps that were easier to use. Furthermore, it was noted that women shopped for pleasure, whereas men emphasized the purchasing decisions [91]
AR application for a German bookseller The users got detailed description of the book at which they pointed the app, along with book cover and other specifications A few limitations were observed; for instance, the price-related variables could not be collected, as there was a fixed price norm in Germany. The participants felt that having a trained salesman would be helpful for people who did not know how to operate the new technology. On a positive note, it was noted that AR had a potential to improve the extraction of information at the point of sale [92]
Virtual dressing room based on depth data The project was implemented using Unity, a popular framework for 3D applications. Microsoft Kinect was used for the tracking processes, and OpenNI and NITE middleware were used for fundamental functions. Furthermore, different backgrounds for trying on clothes were made available Overall, the participants found the concept of the virtual dressing room to be very efficient, as it allowed them to scan through multiple clothes in a short period of time. The downside of the experiment was that the users could not determine whether the virtual clothes would fit them in real life. Furthermore, there were some users who were not very comfortable with computer technology, and, hence, took time to interact with the device and get used to the entire set up. [93]
The study used two conditions from the Ray Ban’s website and five conditions from the star mobile applications, which were all AR-based Selected participants were randomly assigned to one of the AR groups. All of them were asked questions before their interaction with their respective app to get an idea of how aware and familiar they were with the technology. After their interaction, they were asked to describe their experience with the AR technology The Ray Ban webcam model generated the highest level of satisfaction because of its high interactivity and AR features. The other model of the Ray Ban website used, on the other hand, earned the lowest level of satisfaction because of less interactive features. From the results obtained, the attributes that affected the consumer satisfaction were identified. [94]
Dynamic Fitting Room using Microsoft Kinect and AR technologies The users could select the clothes or interact with the devices using gestures. The user’s cloth size was automatically measured based on different brands and different country standards. Before the experiment, the users were asked about their clothes size; they were then automatically measured by the augmented room. The value measured was very close to the actual size. The proposed system was found to be useful in reducing the shopping time [95]