An augmented toy story: Augmented reality, consumer and the toys industry

Poncin, Ingrid [UCL] Ben Mimoun, Mohammed Slim [SKEMA]

Technology based innovation can make traditional stores more attractive and aesthetically appealing, and thus influencing consumer’s shopping behavior (Pantano and Di Pietro; 2012; Shankar et al., 2011). These technologies (eg. Augmented reality, RFID, QR codes…) could be used to enhance the customer shopping experience in-store but also the product consumption experience (Bodhani, 2012, 2013). In this perspective and thank to three studies using three different methodologies the present research aims to understand the added value of augmented reality from consumers’ point of view in the case of toys industry. In the first study, we investigate through a survey with a sample of 115 children aged between 4 to 10 the effect of associating classic toys to augmented reality technology. The second data collection consists in a field study conducted in a toy brand flagship store with a sample of 42 children. Effects of augmented technology are compared with other digital technologies on the perception of shopping experience and shopping environment by children. Finally, a series of in- depth interviews were conducted in order to better explore expectations and reactions of adult consumers to the introduction of augmented reality technologies in toy stores. The results of these three studies confirm the relevance and the positive effect of the use of augmented reality for differentiating toys and toy stores and improving the shopping and consumption experiences.