Innovative Digital Customer Engagement and Experience in Car Retail using Augmented and Virtual Reality

International Journal of Computer Science and Engineering
© 2018 by SSRG - IJCSE Journal
Volume 5 Issue 12
Year of Publication : 2018
Authors : S.Kalpakha, G.Kalaiselvan, T.Aravindh Krishna

How to Cite?

S.Kalpakha, G.Kalaiselvan, T.Aravindh Krishna, "Innovative Digital Customer Engagement and Experience in Car Retail using Augmented and Virtual Reality," SSRG International Journal of Computer Science and Engineering , vol. 5,  no. 12, pp. 18-23, 2018. Crossref,


 Millennials have forced automakers to see the retail landscape with a new perspective. They are forcing the entire automotive sales ecosystem to introspect deeply on the current buying process. Auto marketers are hoping to align with the changing consumer behaviour and to eliminate the pain in today’s buying process with the aid of technology. Virtual Reality (VR) is already enhancing retail,and is rapidly being adapted in automotive industry. Augmented Reality (AR) allows users to experience an enhanced real world, either by bringing vehicles into their own environment or providing additional information on the vehicle in front of them.Reality and Virtuality exist along a spectrum that ranges from adding small cues to real world experiences (AR) to expansive Virtual worlds that allow customers to be fully immersed in an entirely fictional world (VR). Creating an interactive car retail experience, using Virtual models to augment with real-time is far more preferable than showing only paper brochures or static cars in showrooms. The ability to view Virtual/Augmented car models, specifications, interiors, parts and comparisons makes the car buying experience a lot more enjoyable. Initially customers can use Augmented/Virtual Reality tools to visualise content and products. Then they interact with Augmented/Virtual Reality tools on a regular basis and build an emotional connection with the brand. This finally leads to immersion into the product environment. This paper describes the project which aims to implement Augmented Reality and Virtual Reality in car retail experience , and to understand the role of these applications on the perception of actual dimension.


Augmented reality, virtual reality, car buying experience, design process, sales tool, showroom.


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