Purpose

To deliver superior customer experiences, retailers are increasingly turning to augmented reality (AR) technologies for new digital services that can enhance their customer interactions. The potential of AR has been validated in lab experiments, but when implemented in real-world contexts, its commercial impact has been limited. Therefore, this paper investigates how to design AR-based services (AR services) that enhance customer experiences in retail.

Design/methodology/approach

The paper uses a conceptual research approach to integrate research on AR in the context of retail, combining customer, retailer, and technical perspectives with the design thinking method to demonstrate how the challenge of AR service design can be addressed through design thinking.

Findings

The paper develops propositions that explain how a design thinking method is useful in the design of effective AR services. The paper also articulates principles for how to implement the design thinking method in the specific context of AR for enhanced customer experiences.

Practical implications

The study documents critical practices for retailers seeking to be competitive with superior customer experiences under the increasing digitalization of retailer-customer interactions.

Originality/value

The study contributes to the service design literature by answering the call to develop moderately abstracted explanations of how different digital technologies can be used to provision new services in different application domains, with the focus here being the design of AR services in the context of retail.

中文翻译：

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设计增强现实服务以增强零售业的客户体验

目的

为了提供卓越的客户体验，零售商越来越多地转向增强现实 (AR) 技术来提供新的数字服务，以增强与客户的互动。AR 的潜力已在实验室实验中得到验证，但在现实环境中实施时，其商业影响有限。因此，本文研究了如何设计增强零售客户体验的基于 AR 的服务（AR 服务）。

设计/方法/途径

该论文采用概念研究方法，将零售背景下的 AR 研究整合起来，将客户、零售商和技术视角与设计思维方法相结合，展示如何通过设计思维应对 AR 服务设计的挑战。

发现

本文提出了一些命题，解释了设计思维方法如何在有效的 AR 服务设计中发挥作用。本文还阐述了如何在 AR 的特定环境中实施设计思维方法以增强客户体验的原则。

实际影响

该研究记录了在零售商与客户互动日益数字化的情况下寻求通过卓越的客户体验竞争的零售商的关键实践。

原创性/价值

该研究通过回应对不同数字技术如何用于在不同应用领域提供新服务的适度抽象解释的呼吁，为服务设计文献做出了贡献，这里的重点是零售环境中 AR 服务的设计。