Publication Type

Magazine Article

Version

acceptedVersion

Publication Date

3-2022

Abstract

Customers want AR. But managers must have a proper understanding of how AR can help their brand before they invest in the technology. AR helps in entertaining and educating customers while also aiding them in evaluating products. AR can also promote online channel adoption while also encouraging category expansion. AR also benefits products that are less popular, less mainstream, and more expensive. But AR can also be expensive, time-consuming, and difficult to implement. Despite consumer demand, retailers must understand the costs and challenges associated with AR adoption before embarking on significant projects.

Keywords

Augmented reality, e-commerce, commercial brands

Discipline

E-Commerce | Marketing | Technology and Innovation

Research Areas

Marketing

Publication

Harvard Business Review

ISSN

0017-8012

Publisher

Harvard Business Review

Copyright Owner and License

Authors

External URL

https://hbr.org/2022/03/how-augmented-reality-can-and-cant-help-your-brand

Additional URL

https://hbr.org/2022/03/how-augmented-reality-can-and-cant-help-your-brand

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