IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-50559-1_2.html
   My bibliography  Save this book chapter

Enhancing Customer Shopping Experience Through AR Mini-Games

In: XR and Metaverse

Author

Listed:
  • Leif Oppermann

    (Cooperations Systems Fraunhofer FIT)

  • Urs Riedlinger

    (Cooperations Systems Fraunhofer FIT)

  • Miriam Schmitz

    (TH Köln)

  • Yücel Uzun

    (Cooperations Systems Fraunhofer FIT)

  • Constantin Brosda

    (Cooperations Systems Fraunhofer FIT)

  • Christine Syrek

    (University of Applied Sciences Bonn-Rhein-Sieg)

  • Simone Fühles-Ubach

    (TH Köln)

Abstract

In this research article we introduce an Augmented Reality (AR) application specifically designed to use in supermarkets. Our primary goal is to incorporate interactive AR mini-games that bring joy and digital engagement to customers during their visit. Additionally, we aim to investigate the impact of this campaign on brand awareness for both the featured goods and the supermarkets themselves. This paper presents the findings of a week-long user study conducted in two physical stores of a major retailer, involving a total of 431 participants. We analyse the impact of gameplay location and the game type (generic or product-specific) on the overall user experience. Furthermore, we investigate the impact of playing the mini-games on brand recall, which did not yield significant results during our observations. We found that our gamification approach for supermarket visits is particularly effective in attracting new customers rather than retaining existing ones.

Suggested Citation

  • Leif Oppermann & Urs Riedlinger & Miriam Schmitz & Yücel Uzun & Constantin Brosda & Christine Syrek & Simone Fühles-Ubach, 2024. "Enhancing Customer Shopping Experience Through AR Mini-Games," Springer Proceedings in Business and Economics, in: M. Claudia tom Dieck & Timothy Jung & Yen-Soon Kim (ed.), XR and Metaverse, pages 16-28, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-50559-1_2
    DOI: 10.1007/978-3-031-50559-1_2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-50559-1_2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.