AUGMENTED REALITY AND SHOPPING EXPERIENCE: IMPACTS ON CONSUMER BEHAVIOR

The multi-channel strategy, based on open trustworthy relationships and on the support of new communication tools (e.g. social media), is considered crucial for the competitiveness of retail systems. Innovative information technologies transform the store as a privileged area of integration between real and digital, where brand management strategies confront new social spaces. Furthermore, augmented reality adds ulterior levels of information to consumer knowledge and behavior, reshaping and integrating the commercial area itself. In this way, the generation of bottom-up and top-down content changes through social networking, the individual from tryer to buyer to advertiser, thus generating greater value experiences and, therefore, additional sales