The use of augmented and virtual reality to enhance the customer experience

Digital technologies such as augmented reality (AR) and virtual reality (VR) offer businesses an opportunity to create a competitive advantage by providing a unique customer experience across the customer's pre-purchase, purchase, and post-purchase journey. Several businesses have engaged with these technologies, yet, South African businesses are slow adopters. A qualitative study was conducted with AR and VR developers to determine how businesses can use AR and VR technologies to enhance their customer experience. Additionally, the study aimed to identify the factors contributing to and hindering the adoption of AR and VR technologies. The findings indicate that these technologies are mainly used for (1) marketing and (2) training purposes, enabling product customization, enhanced brand experience, and improved communication. Several factors contributing to adopting these technologies were identified, such as improved marketing campaigns, reduced training risks, reinforcing best practices, identifying and managing potential hazards, and offering simulations of real-life events. The factors that hinder the adoption include high cost, data usage, customer adoption, and lack of high-quality user experience designers. The findings of this study offer several practical contributions to assist businesses in the decision to implement and engage with these technologies.