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How to Design Effective AR Retail Apps

In: Augmented Reality and Virtual Reality


  • Liangchao Xue

    (Loughborough University)

  • Christopher J. Parker

    (Loughborough University)

  • Cathryn A. Hart

    (Loughborough University)


Highly valued consumer experiences occur when emerging technology—such as Augmented Reality (AR)—is presented in an emotionally engaging format. Fashion retailers must understand how Augmented Reality can offer an exceptional retail experience to retain consumers in the store. By running two workshops and AR prototype experience tests, our results indicate that retailers can improve the customer experience by designing AR Apps to provide enjoyment features but focus more on helping shopping’s functional tasks. Participants have a positive attitude towards AR shopping adoption, which will improve consumer satisfaction and boost purchase intention. We recommend the most effective form of AR app for fashion retail.

Suggested Citation

  • Liangchao Xue & Christopher J. Parker & Cathryn A. Hart, 2021. "How to Design Effective AR Retail Apps," Progress in IS, in: M. Claudia tom Dieck & Timothy H. Jung & Sandra M. C. Loureiro (ed.), Augmented Reality and Virtual Reality, pages 3-16, Springer.
  • Handle: RePEc:spr:prochp:978-3-030-68086-2_1
    DOI: 10.1007/978-3-030-68086-2_1

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