The pervasive integration of immersive technologies, such as Augmented Reality (AR) and Virtual Reality (VR), has profoundly reshaped the retail sector by redefining the modalities through which consumers interact with products and brands. This study examines the influence of AR and VR on customer engagement within both digital and brick-and-mortar environments. It interrogates the theoretical underpinnings, technological mechanisms, behavioral ramifications, and pragmatic industry implementations of these innovations. Furthermore, the research evaluates the advantages, impediments, and prospective trajectories of AR and VR, underscoring their strategic utility for retailers seeking to differentiate offerings, curate personalized consumer experiences, and cultivate enduring brand loyalty.
Augmented Reality (AR), Virtual Reality (VR), Retail Innovation, Immersive Technologies, Customer Engagement, Consumer Experience, Digital Transformation, Interactive Shopping, AR Applications in Retail, VR Applications in Retail, Omnichannel Retailing, Personalization, Brand Loyalty, Technological Adoption, Retail Strategy, Mixed Reality, Human–Computer Interaction, Shopping Behavior, Experiential Marketing, Future of Retail.
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