Augmented Reality in Retail-A Case Study: Technology implications to Utilitarian, Aesthetic and Enjoyment values

Abstract

The emergence of Augmented Reality (AR) in retail to enhance online and offline shopping customer experiences is fueling different opportunities. Mastercard Labs, with ODG and Qualcomm, implemented an AR smart glass with iris authentication and digital wallet integration proof of concept in Saks Fifth Avenue retail stores. The purpose was to understand customers' perceived ease of use of the set up for utilitarian and hedonic values. A qualitative case study was conducted using the Technology Acceptance Model as the theoretical basis combining utilitarian and hedonistic values associated with the perceived usefulness of this technology. The outcomes demonstrated a place for AR in retail in-store however the technology needs to mature to enable frictionless functional integration of capabilities, improved usability of smartglasses, more battery life, better heat absorption and improved network bandwidth.