Fostering retail inclusivity through augmented reality: a grounded theory approach

Purpose Retail technologies are transforming the ways customers interact with products or services. The purpose of the study is to investigate the role of augmented reality (AR) in fostering inclusivity for customers within retail environments. Design/methodology/approach The study employs a grounded theory approach based on an inductive design, conducting semi-structured interviews with customers who have experienced retail exclusion and utilised AR for shopping. Findings The findings highlight that AR facilitates inclusivity within retail environments through the CARE framework: confidence (e.g. decision confidence and informativeness), accessibility (e.g. convenience and time efficiency), respect (e.g. fair treatment and belongingness) and empowerment (e.g. empowerment and personalisation). Originality/value The study adds to the theory-building process of AR-enabled inclusivity within retail environments. By integrating AR and inclusivity, the study makes a significant contribution to the social aspects of AR. In practice, it provides retailers and information systems managers with valuable insights for creating inclusivity through an effective use of AR.