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Augmented Reality in Retail: A Saks Fifth Avenue Case Study: Technology Implications to Utilitarian, Aesthetic and Enjoyment Values

In: Customer Relationship Management and IT

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  • Nageswaran Vaidyanathan

Abstract

The emergence of augmented reality (AR) in retail is fueling new forms of customer interactions and providing retailers with business opportunities. Mastercard Labs, with ODG and Qualcomm, implemented an AR solution based on smartglasses with iris authentication and digital wallet integration as proof of concept in Saks Fifth Avenue retail stores. The purpose was to understand customers' appreciation of the technology's capacities in the retail context. I use this proof of concept-implementation as the basis for a qualitative case study, framed by the technology acceptance model to investigate the utilitarian, aesthetic and enjoyment values associated with AR use in the retail context. The findings demonstrate a place for AR in in-store retail; however, the technology needs to mature to enable frictionless functional integration of capabilities, improved usability of smartglasses, longer battery life, better heat absorption and improved network bandwidth.

Suggested Citation

  • Nageswaran Vaidyanathan, 2020. "Augmented Reality in Retail: A Saks Fifth Avenue Case Study: Technology Implications to Utilitarian, Aesthetic and Enjoyment Values," Chapters, in: Danil Dintsis (ed.), Customer Relationship Management and IT, IntechOpen.
    • Handle: RePEc:ito:pchaps:203678
    DOI: 10.5772/intechopen.89628
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    More about this item

    Keywords

    augmented reality; smartglasses; customer; technology acceptance model; utilitarian; aesthetic; enjoyment;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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