Thesis Abstract

**Abstract
** Augmented Reality (AR) technology has emerged as a promising tool for enhancing customer engagement and transforming traditional retail marketing strategies. This thesis explores the application of AR in retail marketing strategies to improve customer experience, increase brand engagement, and drive sales. The study investigates the current landscape of AR technology in retail, analyzes its impact on consumer behavior, and identifies best practices for implementing AR in marketing campaigns. The first chapter provides an introduction to the research topic, including the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter two presents a comprehensive literature review covering ten key areas related to AR technology, retail marketing, consumer behavior, and marketing strategies. Chapter three outlines the research methodology employed in this study, including research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations of the research process. In chapter four, the findings of the study are presented and discussed in detail. The analysis includes the impact of AR on customer engagement, brand perception, and purchase intent in retail settings. The chapter also examines the effectiveness of different AR marketing strategies and their implications for retailers. The final chapter, chapter five, provides a conclusion and summary of the thesis, highlighting key findings, implications for practice, and recommendations for future research. The study concludes that AR technology offers significant opportunities for retailers to create immersive and interactive marketing experiences that can drive customer engagement and loyalty. Overall, this thesis contributes to the growing body of literature on the application of Augmented Reality in retail marketing strategies and provides valuable insights for marketers, retailers, and researchers seeking to leverage AR technology to enhance their marketing efforts and stay ahead in an increasingly competitive retail landscape.

Thesis Overview

The project titled "Utilizing Augmented Reality in Retail Marketing Strategies" focuses on exploring the application of augmented reality (AR) technology in enhancing retail marketing strategies. Augmented reality is a cutting-edge technology that overlays digital information and virtual objects onto the real world, creating an immersive and interactive experience for users. In the context of retail marketing, AR has the potential to revolutionize how businesses engage with customers, drive sales, and create memorable brand experiences. The research will begin with a comprehensive introduction that highlights the significance of AR in the retail industry and sets the stage for the study. The background of the study will provide a detailed overview of augmented reality technology, its evolution, and its growing impact on various sectors, including retail. The problem statement will identify key challenges and gaps in current retail marketing strategies that AR can address. The objectives of the study will outline the specific goals and aims of the research, which include investigating the effectiveness of AR in enhancing customer engagement, improving brand awareness, and driving sales in retail settings. The limitations of the study will acknowledge any constraints or challenges that may impact the research findings, such as time, resources, or technological constraints. The scope of the study will define the boundaries and focus of the research, specifying the target audience, retail sectors, and geographical locations under consideration. The significance of the study will emphasize the potential contributions of the research to the field of marketing, technology, and business, highlighting the practical implications and benefits of integrating AR into retail strategies. The structure of the thesis will provide a roadmap of the research framework, outlining the organization of chapters and key sections that will be covered in the study. Finally, the definition of terms will clarify and define key concepts, terminology, and technical terms related to augmented reality and retail marketing for a better understanding of the research context. Overall, this research overview sets the foundation for a comprehensive exploration of how augmented reality can be leveraged to transform retail marketing strategies, drive customer engagement, and create innovative brand experiences in the digital age.