Smart retail : opportunities of using augmented reality and contemporary media in retail design by the example of a sports brand
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2018
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Abstract
"This research explores the boundaries between virtual and analogue space. What happens when we merge actual space with an augmented experience or illusion? A digital store design can change the future of shopping, bring advantages to retailers and customers and reform how retail designers approach their work. [...]. The aim of this research is to explore the challenges and opportunities when using augmented reality (AR) and contemporary media in retail stores, in order to determine their impact on how to plan a successful store design. To create a story within this thesis, a series of research questions will be asked. Starting with an overview of the existing shopping experiences before new media technologies and augmented reality. How do we shop? What are the factors that positively influence our buying behavior and how are retail spaces planned to influence this? Moving on, what the term augmented reality is commonly used for and what new media technologies we can profit from, will be defined. How does the technology work and what are current AR trends? How can it be integrated in retail effectively and what are some functioning examples? This research will examine whether it is even measurable and if so, can this technology lead to a higher ROI? [...] this thesis will propose a smart retail design that is user friendly and enforces shopping behavior by offering a unique experience, in addition to a fluid buying process. [...] Critically assessing and comparing existing literature will be the basis of this research. The analysis of three case studies on the integration of technology into a design concept will help to identify how retail design and technology can be smoothly interlocked in terms of the customers experience. Furthermore, conducting an interview with a retail space owner and interior designer will provide information to back up the importance of this research."
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ISSUING BODY NOTE: BAU International Berlin University of Applied Sciences is the former name of Berlin International University of Applied Sciences