The potential benefits of augmented reality (AR) to consumers include high levels of interactivity, exposure to an extensive virtual inventory tailored to their needs, high-quality customer support, and better integration between web- and store-based shopping experiences. The anticipated benefits of a successful AR strategy to a brand or retailer include higher inventory turnover, increased average sales, reduced sales costs, lower customer returns, higher levels of related-item selling, and better customer support outcomes. Despite these revenue- and loyalty-enhancing benefits, few companies use AR, develop a highly integrated AR plan, or incorporate AR into their marketing programs. This article focuses on the successful planning and implementation of AR through a six-step process: (1) Determine how AR can help achieve marketing objectives; (2) choose appropriate products, channels, and target markets for AR; (3) select among AR application types; (4) design AR apps; (5) evaluate alternative AR organizational formats; and (6) measure the success of AR programs.

增强现实 (AR) 对消费者的潜在好处包括高水平的交互性、接触根据其需求量身定制的大量虚拟库存、高质量的客户支持以及更好地整合网络购物体验和基于商店的购物体验。成功的 AR 策略对品牌或零售商的预期好处包括更高的库存周转率、增加的平均销售额、降低的销售成本、更低的客户退货、更高水平的相关商品销售以及更好的客户支持结果。尽管有这些增加收入和忠诚度的好处，但很少有公司使用 AR、制定高度集成的 AR 计划或将 AR 纳入其营销计划。本文通过六个步骤重点介绍 AR 的成功规划和实施： (1) 确定 AR 如何帮助实现营销目标；（2）为AR选择合适的产品、渠道和目标市场；(3) 在AR应用类型中进行选择；(4) 设计AR应用程序；(5) 评估替代的 AR 组织形式；(6) 衡量 AR 程序的成功。