Virtual and Augmented Reality as a digital strategy for the commercialization of Michoacan crafts. Case: Mara Ceramics

This work deals with the process of creating 3Dpieces of handicrafts Michoacanas to be shown through the use of Virtual Reality and Augmented as part of the solution to promote a strategy of marketing and promotion of the products of the craft workshop Cerámica Mara, SA de CV . These resources are innovative elements incorporated into an Electronic Commerce site, which allow the user to appreciate during their journey the handmade pieces exhibited in the virtual gallery, with the possibility of selecting the pieces, being able to configure the color and texture, and / or visualize them in their mobile device through the QR codes provided in the site catalog; all with the intention of serving as elements that potentiate the user's purchase intention. The design of the research was based on the qualitative model of case study, under the Scrum development methodology, being a collaborative work between the Academic Bodies of Multimedia and Electronic Commerce of the Technological University of Morelia and the Science, Technology and Management of the Organizations of the Technological Institute of Morelia. The scope obtained so far consists of a functional prototype of the Electronic Commerce Site, which incorporates a journey with 3D models of Virtual Reality and Augmented Reality via QR codes, with the possibility of purchase. It is expected that in later stages data will be obtained that allow studying how to modify the purchase intention, level of sales and market captured in commercialization of Michoacán ceramic crafts, through this proposa