Die Integration von Augmented Reality in die Customer Journey: Schaffen von immersiven Erlebnissen

Abstract

In recent years, new technologies such as augmented and virtual reality have become increasingly important, especially for use in the customer journey. Companies face the challenge of developing modern shopping experiences and designing relevant customer touchpoints immersive in order to meet customer requirements. This makes it all the more important to become familiar with new technologies, as applications such as augmented reality offer the opportunity to visualize products in the real environment and thus intensify the interaction between customers and products. In view of this and the increasing customer expectations caused by the constant networking and the wide range of products available, it is crucial to investigate the use of augmented reality in the customer journey. The aim of this bachelor thesis is to analyse the integration of augmented reality technologies into the customer journey using literature research and to identify possible applications and effects in the purchasing decision process. For this purpose, the work is divided into fundamentals of augmented reality, fundamentals of the customer journey, immersive experiences and the importance of AR in the customer journey. For example, different types of augmented reality and the phases of the customer journey as well as the challenges of the two thematic areas are discussed. This is followed by an analysis of the case studies in order to support or deny the effects of augmented reality arising from the literature. The analysis of the case studies shows, among other things, that augmented reality has the potential to positively influence the customer journey. For example, the innovative technology can help make customer decision-making easier or enable an improved customer experience in general. Overall, the analysis also showed that Augmented Reality has an influence on the positive purchase decision/conversion of customers. For this reason, this bachelor thesis provides important insights for companies to incorporate augmented reality into their marketing and sales strategies and to create eversive experiences for their customers. By analyzing the case studies, the work contributes to developing a deep understanding of the role of AR in the customer journey and its impact.

Date of Award	2024
Original language	German (Austria)
Supervisor	Gerold Wagner (Supervisor)