JRIM Accepted Version 2018-06-05 Keeling.pdf (497.74 kB)
Making omnichannel an augmented reality: the current and future state of the art
journal contribution
posted on 2023-06-09, 13:32 authored by Tim Hilken, Jonas Heller, Mathew Chylinski, Debbie KeelingDebbie Keeling, Dominik Mahr, Ko de RuyterPurpose—This paper explores the current and future role of Augmented Reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper synthesises current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR. Design/methodology/approach— Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey. Findings— AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of i) embedded, ii) embodied, and iii) extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers and researchers alike. Originality/value— Current research has yet to provide a relevant, conceptually robust understanding of AR-enabled customer experiences. In light of the rapid development and widespread deployment of the technology, this paper provides an urgently needed framework for guiding the development of AR in an omnichannel context.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Research in Interactive MarketingISSN
2040-7122Publisher
EmeraldExternal DOI
Issue
4Volume
12Page range
509-523Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2018-05-29First Open Access (FOA) Date
2018-06-06First Compliant Deposit (FCD) Date
2018-05-29Usage metrics
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