Abstract
We present an approach combining the AR-based presentation of
product attributes in a physical retail store with recommendations
for items only available online. The system supports users’ decisionmaking process by offering functions for comparing product features between items, both physical and online, and by providing
recommendations based on selecting in-store products. The physical products may thus serve as anchors for forming the user’s
preferences, also offering a richer and more engaging experience
when exploring the products hands-on. Both objective product attributes as well as the visual appearance of a physical product are
employed for generating recommendations from the online space.
In this way, the advantages of online and in-store shopping can
be combined, creating novel multi-channel opportunities for businesses. An empirical evaluation showed that the comparison and
recommendation functions were appreciated by users, and hinted
some possible benefits of a hybrid physical-online shopping support system. Despite the limitations of the study, there is sufficient
evidence to consider this a viable approach worth to be further
explored.
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