Abstract
In this research article we introduce an Augmented Reality (AR) application specifically designed to use in supermarkets. Our primary goal is to incorporate interactive AR mini-games that bring joy and digital engagement to customers during their visit. Additionally, we aim to investigate the impact of this campaign on brand awareness for both the featured goods and the supermarkets themselves. This paper presents the findings of a week-long user study conducted in two physical stores of a major retailer, involving a total of 431 participants. We analyse the impact of gameplay location and the game type (generic or product-specific) on the overall user experience. Furthermore, we investigate the impact of playing the mini-games on brand recall, which did not yield significant results during our observations. We found that our gamification approach for supermarket visits is particularly effective in attracting new customers rather than retaining existing ones.
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Acknowledgements
This work was conducted as a joint project between Fraunhofer FIT, TH Köln, IDiTech, and REWE. We thank all student assistants who contributed to the data collection process and helped during the user research phase. Thanks to Gereon Nürnberger for his work on the graphical designs. Special thanks to Katrin Kranepuhl from REWE’s Functional Area Research & Standards for overall project management, and the employees in the REWE markets in Bonn-Bad Godesberg, the regional REWE offices, and Mars Wrigley Confectionery.
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Oppermann, L. et al. (2024). Enhancing Customer Shopping Experience Through AR Mini-Games. In: tom Dieck, M.C., Jung, T., Kim, YS. (eds) XR and Metaverse. XR 2023. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-50559-1_2
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