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Rethinking Value Creation in Brick-and-Mortar Retailing

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  • Finken, David
  • Scheurer, Thomas

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.

Suggested Citation

  • Finken, David & Scheurer, Thomas, 2022. "Rethinking Value Creation in Brick-and-Mortar Retailing," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 39(6), pages 56-65.
    • Handle: RePEc:zbw:hsgmrs:279657
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    References listed on IDEAS

    as
    1. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    2. Tim Hilken & Debbie I. Keeling & Ko Ruyter & Dominik Mahr & Mathew Chylinski, 2020. "Seeing eye to eye: social augmented reality and shared decision making in the marketplace," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 143-164, March.
    3. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    4. Joann Peck & Suzanne B. Shu, 2009. "The Effect of Mere Touch on Perceived Ownership," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 434-447.
    5. Gauri, Dinesh K. & Jindal, Rupinder P. & Ratchford, Brian & Fox, Edward & Bhatnagar, Amit & Pandey, Aashish & Navallo, Jonathan R. & Fogarty, John & Carr, Stephen & Howerton, Eric, 2021. "Evolution of retail formats: Past, present, and future," Journal of Retailing, Elsevier, vol. 97(1), pages 42-61.
    6. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
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