Percorrer por autor "Cremer, Selina Desire"
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- Beyond augmented reality : leveraging virtual reality to enhance digital shopping experiences in beauty retailPublication . Cremer, Selina Desire; Borges, MónicaThis research provides an exploratory analysis of integrating Virtual Reality (VR) and Augmented Reality (AR) technologies to enhance beauty brands' online shopping experiences. Specifically, it examines the potential of VR to provide a competitive edge in the digital beauty landscape by enhancing brand positioning. With AR widely used for virtual try-ons (VTOs) and skin diagnostics - bridging physical and digital shopping by reducing uncertainties and improving decision-making - VR creates multi-sensory environments that offer immersive product interactions and brand storytelling. However, while AR is extensively adopted in beauty retail, VR’s application remains rather limited, presenting a significant opportunity for innovation. This study offers a preliminary investigation into how AR and VR can complement one another to develop hybrid shopping journeys that merge online and offline experiences. Employing qualitative methods, including expert interviews and consumer observations and interviews, the study identifies key opportunities and challenges for beauty brands exploring these technologies. The findings suggest that AR-VR integration holds the potential to enhance brand engagement, foster consumer loyalty, and drive differentiation in competitive markets. Yet, significant barriers persist, including technological immaturity, sensory limitations, and high resource demands. As such, this work provides an academic foundation for future research by offering initial insights into the feasibility and implications of AR-VR hybridization in the beauty industry while also serving as a practical guide for managers to navigate the integration of these technologies, enhance online shopping experiences, and position their brands competitively within the evolving digital beauty market.