| Abstract |
Smart cities have gained interest among marketers and researchers, driven by the potential to enhance consumer experiences through technological advancements, especially in retail. Retailing has embraced augmented reality (AR) and virtual reality (VR) to redefine the shopping experience. However, their adoption is cautious due to factors like consumer beliefs and perceptions. Despite India's prominence in retail, studies on consumer adoption of AR and VR are limited, and research on retailer perspectives within an Industry 4.0 framework is sparse. This study addresses these gaps by exploring AR and VR technologies in smart retailing, crucial for enhancing consumer experiences, operational efficiencies, and sustainable growth. Using descriptive and qualitative research methodologies, interviews were conducted with 30 respondents from leading retail brands such as IKEA, Nykaa, Nike, Tanishq, and Lenskart in Bangalore, India. © 2025, IGI Global Scientific Publishing. All rights reserved. |
