Multi-channel strategies are crucial for competitiveness in retail systems. Based on open mode, trust relationships, on the support of new communication tools (e.g. social media), and on innovative devices (24/7 connections) they multiply potential, processes and time of purchasing. Thanks to the support of innovative information technologies, the store becomes a privileged area of integration between real and digital, producing ulterior narrative levels, where brand management strategies encounter new social spaces. Augmented reality, ranging from mobile to proximity marketing and augmented advertising, add different levels of information, thus enhancing consumer perception. In the same way that augmented reality reshapes the retailing area, by contextualizing and integrating information for potential customers, the mode of use is reconfigured and new opportunities for connections with the user organized. In addition, the generation of both bottom-up and top-down content transforms the individual from trier to buyer into advertiser, through social networking, generating greater value experience and, therefore, augmenting sales

Cuomo, M., Tortora, D., Metallo, G. (2013). Retailing strategies and augmented reality of smart stores. In Western Business & Management International Research Conference for the Management Disciplines (pp.1-11). WBM 2013.

Retailing strategies and augmented reality of smart stores

Cuomo, MT;Tortora, D;
2013

Abstract

Multi-channel strategies are crucial for competitiveness in retail systems. Based on open mode, trust relationships, on the support of new communication tools (e.g. social media), and on innovative devices (24/7 connections) they multiply potential, processes and time of purchasing. Thanks to the support of innovative information technologies, the store becomes a privileged area of integration between real and digital, producing ulterior narrative levels, where brand management strategies encounter new social spaces. Augmented reality, ranging from mobile to proximity marketing and augmented advertising, add different levels of information, thus enhancing consumer perception. In the same way that augmented reality reshapes the retailing area, by contextualizing and integrating information for potential customers, the mode of use is reconfigured and new opportunities for connections with the user organized. In addition, the generation of both bottom-up and top-down content transforms the individual from trier to buyer into advertiser, through social networking, generating greater value experience and, therefore, augmenting sales
paper
augmented marketing, retailing, content brand perceptions.
English
WBM Western Business & Management Association International Research Conference
2013
Western Business & Management International Research Conference for the Management Disciplines
2013
1
11
reserved
Cuomo, M., Tortora, D., Metallo, G. (2013). Retailing strategies and augmented reality of smart stores. In Western Business & Management International Research Conference for the Management Disciplines (pp.1-11). WBM 2013.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/218385
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