Thomas Edison State University student Caroline Russo presented on how augmented reality and virtual reality can increase customer engagement. Russo discussed how AR is being used currently in retail settings to allow virtual try-ons of products. Examples provided included IKEA, Adidas, and makeup apps. Russo predicted AR use will grow in industries like education, healthcare, and real estate. The future may see AR used for GPS navigation and to enhance learning and visualizations in education and healthcare.

1. Thomas Edison
State University
Increase Customer Engagement
Through Immersive Reality
Caroline Russo

2. Part 1
Part 2
Part 3
Part 4
Part 5
Contents of the Report
Background Information
Trend in Action
Impact on the Industry
Relevant Examples
The Future

3. What is Augmented Reality?
● A change in augmentation of the perceived
reality.
○ Involves overlaying visual, auditory, or other
sensory information onto the world enhance
an individual’s experience.
● Popular examples include Ulta’s makeup
app, IKEA Place, the NFL, automotive
industry, and Snapchat.
● Starting in 2017, we can see it being
utilized in retail-like settings.

4. Augmented Reality
History
○ Marketing began in 2009.
○ AR Retail Application by IKEA in 2017.
Background
○ Initially started similarly to Virtual
Reality.
○ Stemmed into media applications.
○ Customer Engagement already
Occurring.
○ Can be used in tandem with current
marketing tactics such as digital
advertising and on the company
website.
○ In the future, we can expect it to be
used to increase customer
engagement.

5. ● Virtual Reality is the use of computer
technology to create a simulated environment.
○ Easily recognizable as it required a head-
mounted display.
● Currently only being utilized in certain
applications such as gaming experiences or in
museums.
○ Future VR headsets will slim down to look
more like sunglasses.
What is Virtual Reality?

6. ● What is VR?
● History
○ Created in early 1900’s, not applied in
marketing until early 2000’s.
○ Marketing tactics reduced in
comparison due to equipment
requirement.
● Background
○ Utilized more practically prior to being
streamlined in 2014.
○ Customer Engagement Purposes have
yet to be seen but are expected in the
future.
Virtual Reality

7. Trend Timeline
Past
In the past, customer engagement
occurred through loyalty programs,
customer service, in-person shopping
experiences, personalized coupons or
discounts and through customer
feedback.
2016-2017
Retail companies began to connect with
consumers directly through the use of in-
app experiences such as Ulta, IKEA, and
Pokemon Go! These first initiatives
began paving the way for multiple
organizations to take up the marketing
tactic.
Present
Multiple retail companies are utilizing the
technology on jewelry websites, makeup
stores, retail stores to try on outfits,
furniture stores, even car companies like
BMW are utilizing the technology to
connect with their customers and
increase their engagement.
Customer Engagement with immersive reality is very much in its infancy currently.
Although we’ve seen quite a few applied uses for it, we can expect more to come from
it in the future. The timeline it currently very short.

8. Pros
● Enhance Influencer Marketing.
● Basic AR apps or applications are
well-established.
● Can provide very useful, engaging
information to users.
● Ease of Product Demonstrations.
○ Very engaging.
Impact
Cons
● Initial Costs can be expensive.
○ Fragmented market pricing.
● VR Requires a headset to use.
● An individualized experience.
○ Not ideal for group settings.
● Can only be used for specific
applications currently.
Customer engagement can be increased with the use of immersive
reality as consumers are able to interact online directly with products,
events, and services. Customer engagement is an integral part of social
media marketing; utilizing this tool will garner interest from current and
future consumers, we can expect this tool tol impact the industry greatly.

9. In November 2019, just two months shy of the COVID-19
Pandemic, Adidas was one of the few sportswear, retail
brands to adopt Augmented Reality. In a partnership with
Vyking, consumers can try on shoes without ever entering
into a store on their IOS App.
By adding Augmented Reality to their app, Adidas seeks to
improve the customer experience, increase engagement with
their consumers, and can give customers a better idea of the
product they’re looking to purchase.
An interactive try-on
experience utilizing
Augmented Reality!
Trend in Action-Adidas

10. Not only are retail companies making use of the AR technology available to them, Major League
Baseball (MLB) is also making great use of it.
The MLB app “At Bat” allows fans in real-time, to view what players are on the field, statistics of these
players, and receiving live-data as the game is ongoing. In the future, the MLB is hoping to immerse
their customers fully into the game with the use of VR headsets to increase fan engagement.
Trend in Action-MLB

11. Although we’re beginning to see Augmented Reality in some
organizations like the MLB and NFL, the NBA and the NHL are
looking to increase the court-side experience for their fans.
With the most recent Olympics being hosted in Tokyo, the USA
Today App gives fans and players alike an AR experience with
interviews, training sessions, and thought processes.
Currently, navigation utilizing AR is limited to in-store or retail
spaces to find the product(s) that the customer is looking for, but
it has the potential to be used for GPS in the future.
1. AR in Sports Events
2. Augmented Reality Events
3. Utilizing AR for Navigation
Subtrends and Current Events
With the COVID-19 Pandemic, Remote Education utilizing AR
has become extremely popular. Elementary schools are utilizing
the technology to help students learn concepts through AR
experiences.
Augmented Reality is currently being utilized within the
automotive industry to give the customer a great shopping
experience. But it’s also being utilized within vehicles today with
enhancements to safety through Heads Up Display (HUD) that
doesn’t obstruct the drivers view while driving.
4. AR in Education
5. Automotive Industry

12. The Future
Considering the future of Immersive Reality, we can find
applications for it within any industry. Some industries
expecting to especially profit off of it is the Video Game
industry, Healthcare, Engineering and Live Events.
Currently we’re already seeing integration in industries
with Live Entertainment, Retail, Video Games, and even at
the Automotive level.
With AR being available for use on multiple Social Media
platforms, with Snapchat being the forerunner, we can
expect it to be used at least once a month by individuals
currently and even more so in the future.

13. The Future-Implications
In the future we can expect several different possible future implications when we consider the
current advancements being made:
● Learning and Education will become more interactive. This is especially true when it comes to learning
about History and the Arts. This has already been implemented at the Chicago History Museum with
much success.
● Healthcare will become more visual which allows them display objects or concepts into reality. This will
allow healthcare professionals and students to see ailments, illnesses, or injuries that they wouldn’t
normally be able to visualize.
● Real Estate will be modernized to give customers a visual look of the property they’re looking into in a
way that pictures never could. Architectural representation along with showcasing the property saves
time and money for realtors and customers. Real Estate agencies like Keller Williams Premier Realty
are already in development for this feature.

14. Thank you for taking the time to view my presentation.
I look forward to any and all questions you may have.

15. References:
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Poetker, B. (2019, August 22). A Brief History of Augmented Reality. G2. https://www.g2.com/articles/history-of-augmented-reality.
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Russick, J., & McGaughey, C. (2021, January 13). Evaluating the impact of augmented and virtual reality. American Alliance of Museums. https://www.aam-us.org/2021/01/15/evaluating-the-impact-of-augmented-
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Williams, R. (2019, November 25). Adidas cuts out tech middlemen with in-app Sneaker try-on. Marketing Dive. https://www.marketingdive.com/news/adidas-cuts-out-tech-middlemen-with-in-app-sneaker-try-
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USA Today DEVELOPS AR Experiences in app for Tokyo Olympics. Sports Video Group. (2021, July 22). https://www.sportsvideo.org/2021/07/22/usa-today-develops-ar-experiences-in-app-for-tokyo-olympics/.