Augmented reality in retail market.

Abstract

This study explores the impact of customers’ personalities and the use of augmented reality technology (AR) via ‘Virtual Mirror’ in pushing sales of cosmetics products through app-based purchases. Augmented reality is the enhanced form of the real physical world through the use of visual elements, sound, or other sensory stimuli. It is an escalating trend among companies involved in mobile computing and business applications in particular. The recent pandemic witnessed luxury fashion brands recreating the in-person shopping experience with augmented reality tools. Similarly, AR technology has found widespread use in retail, especially in durable goods like furniture, equipment, etc. We have developed the regression model to predict customers’ level of comfort in purchasing cosmetics through mobile applications. This model can be used to identify customer segments that are more impressionable to the influence of AR and hence can be targeted for increasing channel sales.