Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda

  • Francesca BonettiEmail author
  • Gary Warnaby
  • Lee Quinn
Part of the Progress in IS book series (PROIS)


Augmented reality (AR) and virtual reality (VR) have emerged as rapidly developing technologies used in both physical and online retailing to enhance the selling environment and shopping experience. However, academic research on, and practical applications of, AR and VR in retail are still fragmented, and this state of affairs is arguably attributable to the interdisciplinary origins of the topic. Undertaking a comparative chronological analysis of AR and VR research and applications in a retail context, this paper synthesises current debates to provide an up-to-date perspective—incorporating issues relating to motives, applications and implementation of AR and VR by retailers, as well as consumer acceptance—and to frame the basis for a future research agenda.


Augmented reality Virtual reality Retail Literature review Future research 


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Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  1. 1.School of MaterialsThe University of ManchesterManchesterUK
  2. 2.Faculty of Business and LawManchester Metropolitan UniversityManchesterUK

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