Augmented Reality Applications at the Point of Sale

Essay from the year 2016 in the subject Business economics - Trade and Distribution, grade: 1.7, Munich University of Applied Sciences, language: English, abstract: The technique of Augmented Reality (AR) changes the perspective of the viewer and integrates digital information into the environment (whatis.techtarget.com, 2016). In the last few years AR has developed from a technical gadget into a marketing tool. As At the moment AR is starting to enter the mainstream but there are still several branches which don’t use this new method. This article analyses the use of augmented reality applications at the point of sale by going into detail from a technical and (mobile) marketing point of view. Besides discussing the added value of AR implementation the author also refers to the best practices examples IKEA and Audi. In consequence of this new fast growing market the technology is not yet mature and is currently limited by technical barriers.