Thesis Abstract

Abstract
The integration of augmented reality (AR) technology in retail marketing strategies has gained significant attention in recent years as a means to enhance customer engagement and improve overall shopping experiences. This thesis explores the utilization of AR in retail marketing strategies, focusing on its impact on consumer behavior, brand perception, and sales performance. The research methodology employed a mixed-methods approach, combining qualitative interviews with retail industry experts and quantitative surveys with consumers to gather comprehensive insights. Chapter One provides an introduction to the research topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definitions of key terms. Chapter Two comprises a detailed literature review that examines the current trends, theories, and studies related to AR technology in retail marketing, covering topics such as consumer behavior, brand engagement, and technology adoption. Chapter Three outlines the research methodology, including research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations encountered during the research process. Chapter Four presents the findings of the study, analyzing the impact of AR on consumer behavior, brand perception, and sales performance in retail settings. The discussion incorporates insights from both industry experts and consumers, highlighting the benefits and challenges of implementing AR technology in marketing strategies. Chapter Five concludes the thesis by summarizing the key findings, discussing implications for retail practitioners, and suggesting avenues for future research. The study contributes to the existing literature by providing empirical evidence on the effectiveness of AR in retail marketing strategies and offering practical recommendations for businesses looking to leverage this technology to enhance customer experiences and drive sales growth. Overall, this thesis sheds light on the potential of augmented reality as a valuable tool for retailers seeking to differentiate themselves in a competitive marketplace and create immersive and interactive shopping environments that resonate with modern consumers.

Thesis Overview

The project titled "Utilizing Augmented Reality in Retail Marketing Strategies" aims to investigate the integration of augmented reality (AR) technology into retail marketing strategies to enhance customer engagement and drive sales in the retail industry. Augmented reality is a rapidly evolving technology that overlays digital information and virtual objects onto the real world, creating immersive and interactive experiences for users. In recent years, AR has gained popularity in various industries, including retail, as a powerful tool for enhancing customer experiences and creating innovative marketing campaigns. The research overview will delve into the background of augmented reality technology, outlining its evolution, features, and applications in the retail sector. It will explore the growing importance of customer engagement and personalization in retail marketing strategies and how AR can be leveraged to create unique and interactive experiences for consumers. The overview will also discuss the current trends and challenges in the retail industry, highlighting the need for innovative approaches to attract and retain customers in a competitive marketplace. Furthermore, the research will outline the objectives of the study, which include examining the impact of augmented reality on consumer behavior and purchasing decisions, analyzing successful case studies of AR implementation in retail marketing, and identifying best practices for integrating AR technology into retail strategies. The overview will also address the limitations and scope of the study, highlighting the specific focus areas and research methodologies that will be employed to achieve the research objectives. Overall, this research project seeks to contribute to the existing body of knowledge on the use of augmented reality in retail marketing and provide valuable insights for retailers looking to enhance their marketing strategies and engage customers in innovative ways. By exploring the potential benefits and challenges of AR technology in the retail sector, this study aims to offer practical recommendations and guidelines for retailers seeking to leverage AR to drive sales, improve customer experiences, and stay ahead of the competition.