Retailing strategies and augmented reality of smart stores

Multi-channel strategies are crucial for competitiveness in retail systems. Based on open mode, trust relationships, on the support of new communication tools (e.g. social media), and on innovative devices (24/7 connections) they multiply potential, processes and time of purchasing. Thanks to the support of innovative information technologies, the store becomes a privileged area of integration between real and digital, producing ulterior narrative levels, where brand management strategies encounter new social spaces. Augmented reality, ranging from mobile to proximity marketing and augmented advertising, add different levels of information, thus enhancing consumer perception. In the same way that augmented reality reshapes the retailing area, by contextualizing and integrating information for potential customers, the mode of use is reconfigured and new opportunities for connections with the user organized. In addition, the generation of both bottom-up and top-down content transforms the individual from trier to buyer into advertiser, through social networking, generating greater value experience and, therefore, augmenting sales