Artikel
Rethinking Value Creation in Brick-and-Mortar Retailing
Augmented reality (AR) is coming of age. Yet it remains unclear how AR will provide value to brick-and-mortar customers and firms. Based on 12 expert interviews, this article outlines how AR can facilitate value creation for brick-and-mortar customer journeys. Managers should be aware of such potentials but also anticipate related obstacles.
- Language
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Englisch
- Bibliographic citation
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Journal: Marketing Review St.Gallen ; ISSN: 1865-7516 ; Volume: 39 ; Year: 2022 ; Issue: 6 ; Pages: 56-65
- Classification
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Management
- Event
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Geistige Schöpfung
- (who)
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Finken, David
Scheurer, Thomas
- Event
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Veröffentlichung
- (who)
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Thexis Verlag
- (where)
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St.Gallen
- (when)
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2022
- Handle
- Last update
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10.03.2025, 11:41 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Finken, David
- Scheurer, Thomas
- Thexis Verlag
Time of origin
- 2022
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The Digital Disruption in Over-The-Counter Drug Retailing
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Adding Bricks to Clicks – Online Retail Evolution
Retail Experience Design - Adding Value via Systematic Experience Design in Retailing
Employee Inspiration in Retailing: Opportunities and Risks
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The Future Role of Physical Touchpoints in Luxury Retailing
Adding Bricks to Clicks – (R)Evolution des Online-Handels
Shake Hands with a Robot – Understanding Frontstage Employees' Adoption of Service Robots in Retailing
Disruption at the Door - A Taxonomy on Subscription Models in Retailing
Customer Storytelling: Kunden erzählen Geschichten – das Marketing misst Zahlen
The Revolution of Brick-and-Mortar-Retail - Pop-up Stores – a Taxonomy
The Digital Disruption in Over-The-Counter Drug Retailing
Marketing Review St.Gallen, Ausgabe 5/2019: Rethinking Pricing
Adding Bricks to Clicks – Online Retail Evolution
Retail Experience Design - Adding Value via Systematic Experience Design in Retailing
Employee Inspiration in Retailing: Opportunities and Risks
Bricks and mortar
The Future Role of Physical Touchpoints in Luxury Retailing
Adding Bricks to Clicks – (R)Evolution des Online-Handels
Shake Hands with a Robot – Understanding Frontstage Employees' Adoption of Service Robots in Retailing
Disruption at the Door - A Taxonomy on Subscription Models in Retailing