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
Citation
CHANDUKALA, Sandeep R.; REDDY, Karempudi Srinivas; and TAN, Yong-Chin.
How augmented reality can - and can't - help your brand. (2022). Harvard Business Review.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7026
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://hbr.org/2022/03/how-augmented-reality-can-and-cant-help-your-brand