Impact of Augmented Reality in Sales and Marketing

Abstract

Sales and marketing have been transformed into a new dynamics because of use of technological interventions. Techniques like augmented reality (AR) have bridged the gap between customer expectations and offers by the companies. In the current times, AR is adding new dimensions to the world by layering information onto experience through sensory experiences, visuals, and sounds. AR has combined the real world and virtual world to match the customer expectations efficiently. New and effective approaches have been developed by companies to understand their customers and serving them accordingly. Product promotion has been revolutionized because of digital marketing worldwide. Customer interaction is becoming the key to success with the use of AR. The components of digital world blend into perception of customers in real world and create sensation amongst them which are perceived natural. It does not simply display data. AR has moved way beyond science fiction. AR is gaining momentum in marketing research as companies are not very much aware about the perception of customers and their evaluation criteria for a brand. It is important for marketers to know about the changes in the brand attitude of customers with the use of AR. This chapter is highlighting the importance of AR in sales and marketing and how it is used by the companies to create customer delight. Companies find it easy to engage the customers with their brands now. The primary objective of this chapter is to identify the importance of AR in the field of changing scenario of Sales as well as Marketing. The chapter reveals consumer inspiration and benefits drawn from AR apps and subsequent changes in brand attitude.