A Review of AR and VR Interventions in Retail Industry

© Media Watch 10 (S) 90-94, 2019
ISSN 0976-0911 e-ISSN 2249-8818
DOI: 10.15655/mw/2019/v10/Spl/49609


A Review of AR and VR Interventions in Retail Industry

Ashwani Kumar Upadhyay & Indrani Sen

Symbiosis Institute of Media & Communication, India


This paper discusses and reviews the recent theoretical and practical developments of Virtual Reality (VR) and Augmented Reality (AR) in the retail industry. It presents a discussion on VR and AR interventions for online as well as offline retail. The shopper can virtually try various products in the VR environment. With AR and VR retailers can offer new experiences and innovate for brand differentiation. This paper explores and discusses the VR and AR-based applications in the retail industry. It also links these VR and AR applications to the theories related to VR and AR.

Keywords: Augmented reality, immersion, retail industry, rural retail, and virtual reality


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Ashwani Kumar Upadhyay (Ph.D., Motilal Nehru National Institute of Technology, Allahabad, 2011) is an Associate Professor at Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Lavale, Pune, India.

Indrani Sen is an Adjunct Professor at Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Lavale, Pune, India.


Correspondence to: Ashwani Kumar Upadhyay, Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Symbiosis Knowledge Village, Lavale, Mulshi, Pune-412 115, India