Augmented Reality (AR) and Virtual Reality (VR) in Retail

Today, the Augmented Reality (AR) and Virtual Reality (VR) technologies have breached the consumer shopping experiences to new dimensions where retailers have now bridged the gap between physical and digital shop. Given all the possibilities, AR overlays digital information on the physical world to enhance real-time interactions with immediate and relevant data provided, both physically and digitally, (Azuma, 1997). In contrast, VR immerses users in totally virtual environments and thus gives it the ability to involve with products and places in ways it was never formerly imagined (Slater & Wilbur, 1997). Having an innovative way to create interactive and personalized shopping experiences with immersive technologies, these modern consumers are dependent on the fact they get more interesting things and tailored things in their personal shopping experience.