Making Omnichannel an Augmented Reality

We are delighted to announce that a paper by Tim Hilken, Jonas Heller, Mathew Chylinski, Debbie Keeling, Dominik Mahr, and Ko de Ruyter has been accepted for publication in the Journal of Researh in Interactive Marketing.

In the paper, we explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. We demonstrate that AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences.

The paper is available here for everyone under the open access agreement.