Title: An approach for dynamic testing of augmented reality in retail contexts

Authors: Christian Sonnenberg; B. Andrew Cudmore; Scott D. Swain

Addresses: Nathan M. Bisk College of Business, Florida Institute of Technology, 150 W. University Blvd., Melbourne, Florida 32901, USA ' Nathan M. Bisk College of Business, Florida Institute of Technology, 150 W. University Blvd., Melbourne, Florida 32901, USA ' Wilbur O. and Ann Powers College of Business, Clemson University, 225 Walter T. Cox Blvd., Clemson, SC 29634-1325, USA

Abstract: Augmented reality (AR) presents a variety of potential opportunities in retail spaces. However, as compared to traditional web-based marketing, it also faces greater challenges due to increased costs, longer development times, and a lack of standards. This study aims to address these challenges, presenting an approach that can increase developer efficiency and improve usability in AR retail apps. The proposed AR prototyping tool facilitates dynamic, real-time adjustments of AR elements without the need for full application expenditure. This also allows marketers to quickly develop AR mockups and test in-person retail promotional outlays. Our research includes a mixed-methods approach to identify the specific challenges of AR development in a retail environment, present developers with a scalable alternative, and prioritise which attributes of AR are most important for dynamic adjustments.

Keywords: augmented reality; human-computer interaction; usability studies; annotation attributes; marketing; digital marketing; retail technology; application development; developers; multi-methods.

DOI: 10.1504/IJTMKT.2025.145384

International Journal of Technology Marketing, 2025 Vol.19 No.2, pp.243 - 268

Received: 27 Jun 2023
Accepted: 09 Oct 2024
Published online: 31 Mar 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article