Rethinking Value Creation in Brick-and-Mortar Retailing

David Finken and Thomas Scheurer

Marketing Review St.Gallen, 2022, vol. 39, issue 6, 56-65

Abstract: Augmented reality (AR) is coming of age. Yet it remains unclear how AR will provide value to brick-and-mortar customers and firms. Based on 12 expert interviews, this article outlines how AR can facilitate value creation for brick-and-mortar customer journeys. Managers should be aware of such potentials but also anticipate related obstacles.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:279657

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