Virtual Reality & Augmented Reality: A way to Digital Transformation of Customer Engagement

Due to the growth of moveable and personified devices, along with extremely interactive network greatly influences the way customers interact. The landscape of customer engagement is progressing and it is turning towards the novel types of mixed reality experiences. As countless firms starting to use Augmented Reality (AR) and Virtual Reality (VR) for value-added customer experiences, particularly throughout offline and online purchase rides, there is a mounting need to increase understanding of the exceptional benefits of the application of AR & VR for creative activities in the marketing perspective. Brands have touched technoid customers and transformed their spending habits by providing a new way to explore the products and enhancing the digital shopping experience with simulated storefronts. Nonetheless, despite these encouraging developments, current research and reports recommend that there is a cost and experience involved in deploying the AR & VR, also the mangers lack visions into how AR might increase customer engagement in different industries and facilitate more enduring customer experiences. As research on this budding area is inadequate, our aim is to cultivate this novel topic in the technology stream and report the knowledge gaps. The paper aims to determine conceptual and managerial inferences, as well as also addresses the scope for future researches.