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@article{191019,
        author = {Ahmed Hamed Al Qasabi and Asma Mohammed AL shuaili and Fatema Harib Hamed Al Mahrouqi and Zainab Saleem Al Khusaibi and Umar Ali Khan},
        title = {Exploring The Potential of Augmented Reality (AR) In Enhancing Customer Engagement and Product Visualization: A Study with Reference To IKEA},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {12},
        number = {no},
        pages = {26-34},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191019},
        abstract = {This paper discusses, for IKEA, a leading retailer of furniture, how augmented reality could enhance consumer interaction with and perception of the products. IKEA uses augmented reality capabilities through its smartphone app to offer clients immersive experience that enables them to virtually place furniture in real world environments. It follows a mixed-method approach through questionnaires and qualitative feedback, studying how AR influences consumer behavior, purchase decisions, and satisfaction. 
The results of this research clearly prove that AR enhances product understanding and builds confidence in making decisions; therefore, it reduces the rate of returns. It has, however, listed a few major challenges that are high implementation costs, low awareness among users, and compatibility of devices. The respondents highlighted that, for full realization of AR potential, it's necessary to offer better options for personalization, performance of the app, and visual realism. Key findings from this study confirm that augmented reality is an innovative game-changer, thus offering IKEA the competitive edge through narrowing the online and in-store shopping experience gap. The recommendations are focused on marketing campaigns, technological enhancements, and augmentation of augmented reality across more customer touchpoints to further establish IKEA in the leading position in retail innovation.},
        keywords = {Artificial Intelligence, home furnishing, sustainability, green marketing},
        month = {},
        }