5.2 also add value to the procurement

5.2
Benefits of Augmented Reality

5.2.1 In-store
shopping experience

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Augmented reality in e-commerce provides
the opportunities to the customers for enjoying the superior experience and
incredible value of online shopping and also add value to the procurement
process. Virtual products can be emerged visually through the superimposing 3D
models into the real physical environments for user interaction at any locations
which particularly provide them an interactive in-store shopping and purchasing
experience. Many retailers have implemented augmented reality to alter the
locations and the ways of selling the products regarding their goals and customers’
needs as more consumers prefer a genuine and superior digital shopping
experience (Mekni & Lemieux, 2014).

These have allowed the customers to try
out and be pleased of marvelous online shopping experience at home by interacting
with digital renderings. For instances, customers can visualize the products of
IKEA at home, such as furniture, through the available application provided in
the smart devices like smartphone and tablet with the real-time information. The
users can move around in their environment to see the fitness of the products
in their space from different viewpoints and move markers around in their
environment to allocate the virtual products to different locations for
assisting them to strengthen their buying decisions in order to narrow their
choices without any doubts. The customers can save a lot of time in their
online shopping process without going out for visiting the physical store (Pantano, 2014).

 

 

 

5.2.2 Enhance user
confidence level for buying decisions

Augmented reality in e-commerce offers
higher confidence level to the shoppers with high-fidelity prototype in order
to speed up the process compared to those who experience online shopping with a
traditional e-commerce system (Sa & Churchill, 2012). It is extremely impressive
by presenting the products efficiently in a real scale relative to the
environment and enabling the users to see the fitness of the online products in
the real environment through the views from different perspectives. Augmented
reality applications enable augmentation of a product by scanning it with a
smart device that can visualize a better view. These have allowed the customers
to make much more correct judgments and right choices with the evaluated
products information such as color and size to determine whether the products
can fit perfectly in the real world (Javornik, 2016).

Augmented reality in e-commerce assists
to motivate buying decisions by the customers by providing additional real-time
information in a defined position or in a specific environment which do not
require them to step out from the home and look for the products. Real-time information
and details such as price of the actual physical product are available to be
viewed online after the augmented reality has been integrated into the online
stores by the retailers. This is an effective alternative way of physical store
which can let the customer to try out their desire products such as shoes,
clothes, furniture, and cosmetics from different angles and views although they
cannot hold the physical products on their hands. These will not merely accelerate
the sales in order to gain higher profitability and customer loyalty but also will
reduce the possibility of products return in reverse logistics1.

1
Refer to http://www.cillium.com/pdf/Augmented_Reality_and_Retail_Shopping.pdf