Even with hype, AR struggling to scale
Despite all the excitement around augmented reality, it's still struggling to find its place in retail. Columnist Evan Magliocca discusses the hurdles that AR will need to overcome to gain ground in 2018.
Augmented reality (AR) received immense attention in 2017 across the retail industry. As the technology became more refined, marketers saw the limitless strategic and creative possibilities. Everyone in retail was enticed by the potential for customer engagement and data collection.
AR is the next big thing. It’s exciting; it’s the new frontier. And yet, it’s still devoid in store landscapes.
That’s not to say AR doesn’t have value; it can clearly have long-term value if retailers and technologists can create profitable strategies and utility for customers. So, here are a few challenges that AR will need to overcome to gain traction.