Building brand love through AR & VR experiences in retail : customer perspective

Abstract

This study seeks to fill a gap in understanding by exploring how the integration of AR/VR in marketing can influence brand love. A review of the existing literature on AR/VR in retail marketing and potential brand love drivers was conducted to build a solid foundation for this research. Employing a mixed-method approach, data collection occurred from early June to late July 2024, resulting in 118 usable responses from a quantitative survey of French consumers, along with 10 qualitative semi-structured interviews. This method ensures both the generalizability and the richness of the findings.

This study examines how AR/VR integration affects brand love in retail. It finds that AR/VR's immersive and engaging features positively impact brand loyalty and emotional connections. The "enjoyment factor" (AR/VR's coolness and immersion) and the "closeness factor" (perceived proximity to brands) enhance brand engagement and purchase intent. However, while prior AR/VR exposure reduces technological uncertainty, it doesn't boost brand recommendations. Innovators recall brands better, indicating that AR/VR should target these consumers while considering other factors. The IKEA AR app case study shows that while customization improves brand love, the app's convenience lags behind traditional services like click-and-collect. Theoretically, these findings contribute to understanding the nuanced impact of AR/VR on brand love, emphasizing the importance of both engaging experiences and practical benefits. Practically, marketers should integrate AR/VR with efficient service options to fully meet consumer needs and foster deeper brand relationships. Overall, this research provides actionable insights for marketers to leverage AR/VR technologies in order to enhance consumer engagement and loyalty.