Augmented reality of online and physical retailing: A study of applications and its value

The retail industry has become smarter day by day and providing greater value to both consumers and retailers. Augmented Reality has appeared as a fast development technology used both in physical and online retail to improve the experience of shopping and sale of products. This research paper primarily attempts to identify and analyses increased reality applications in physical and online retail, and the value provided to consumers and retailers. A narrative literature review approach has been adopted for the study using the academic documents published in peer-reviewed scientific journals, white papers, articles, and literature search. This paper is equipped with a general description of the theme that is relatively new, but appears drastically which has not been examined yet. It fosters areas for additional analysis and profit for retail scholars and practitioners. This research also provides retailers important practical implications of AR technology.