Introduction - Enhancing Customer Experience Through AR in Bridal Shops
Digital transformation is an important part of the business by implementing modern advanced technology.
Digital transformation can also transform the culture of the workplace since business and Martin requirements have changed to meet the customer experience.
This role-play group presentation sheds light on digital transformation from the context of a hypothetical bridal boutique company.
In order to meet the demands of customers in a bridal boutique company, it is important to understand their demands by analyzing data accumulated from individual customers. However, by implementing augmented reality, the bridal boutique can share the experience of individuals in real time over a long distance.
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Augmented reality is a part of digital transformation that can help to solve problems in a faster and more efficient manner.
While managing the operation of the bridal boutique, employees become unable to maintain the budget to meet the high demands of customers.
Implementing Augmented reality employees can make the look of a product unique as well as rare (Fernando et al. 2020).
In the UK, customers are quite demanding for a bridal boutique business since they are fashion-conscious. As opined by Ojha et al. (2021), a lack of digital technology in an organization can affect the speed of maintaining competition across marketing in relation to customer service.
Background of the topic
In the fashion industry, there is high competition among companies to achieve competitive positions and improve business activities.
However, digital transformation in business can improve service speed and reduce frequent errors (Burchardt and Maisch, 2019).
The bridal boutique is situated in the UK market and is facing problems in sales and communication which need to be enhanced.
A bridal boutique is basically a one-stop shop for female customers that provides various services for a bride and bridal parties. According to Hills and Hills (2020), virtual communication with brides can help them to maintain time efficiency and provide them digital experience during their marriage. Considering these digital implementations is needed.
key issues in business
This bridal boutique is facing various problems in communication and meeting customer demands in the present era of advanced technology.
Distance communication with customers creates issues to show them the quality of products.
The high level of competition in the fashion industry of the UK is also creating major challenges for companies (Kohntopp & McCann, 2020).
Customers in the UK are spending around 45 billion pounds on clothing, textile,s and other fashion products or services (FashionUnited.uk, 2023). This spending highlights the huge demand for products and services in the fashion industry with a high level of speed.
Understanding key issues in existing business
Based on the existing business activities, it has been seen the employees, along with management are involved in the conflict in relation to providing customer service.
Customers are also incapable of understanding the real quality of fashion products provided by this bridal boutique
Furthermore, the bridal boutique management is also unable to gather error-free data about market trends regarding bridal parties.
A lack of knowledge about the market Trends can create limitations in providing relevant services based on the demand of customers (Garay-Rondero et al. 2020). Therefore, considering these above-mentioned key business issues, the bridal boutique needs digital transformation in its service.
Designing roles among group members
First learner
Manager
Second learner
Floor operator
Third learner
Technical expert
The above-mentioned tabular representation highlights that there are three group members in this presentation. These three members played their own roles in order to manage the responsibility of implementing digital transformation in the bridal boutique. Splitting responsibilities among team members can help to understand their activities and understand the planning for digital transformation in this bridal boutique. Therefore, the first learner is playing the role of manager; the second learner is playing the role of floor operator, and the third learner is playing the role of technical expert.
Security and privacy issues with digital technology are one of the main challenges for organizations (Tabrizchi & Kuchaki Rafsanjani, 2020).
In order to implement Augmented reality, the bridal boutique needs to identify or hire an expert in technology who can help to maintain complexities.
The first learner stated that the lack of proper experts in the boutique could affect the digital transformation.
As per the opinion of a first learner or manager, the bridal boutique can also face the challenges of budget issues. An effective budget is needed while implementing advanced technologies like AR (Albukhitan, 2020). Moreover, without proper maintenance, the bridal boutique can also face security and privacy issues.
Identifying digital challenges (Learner 2)
Customer data in the company is essential while managing operations in the bridal boutique.
Data hacking through technology can affect trustworthiness and customer loyalty for the brand (Esmaeili et al. 2021).
Moreover, manipulated data in AR technology can affect the decision-making activities of bridal boutiques.
Therefore, digital challenges create an adverse impact on the service of the bridal boutique. Moreover, lack of communication can also affect the implementation of this digital transformation.
Linking with theory (learner 1)
Marketing and sales are changing because of digital technology.
Virtual try-ons for wedding gowns and items can help UK bride shops.
The Technology Acceptance Model (TAM) links how well people like technology to how useful they think it is and how easy it is to use.
Augmented reality (AR) technology can make wedding shops seem more valuable and convenient by letting people try on dresses digitally at home (Battistoni et al., 2022).
Following a bell curve, the theory of the diffusion of innovations says that early users have a competitive advantage. UK wedding shops that adopt AR technology early may attract customers who like new things and want to save time.
Marketing and sales are transformed by digital technology. UK bridal boutiques may benefit from letting brides-to-be virtually try on wedding gowns and accessories. According to the Technology Acceptability Model (TAM), technology acceptability depends on its perceived usefulness and ease of use. Augmented reality technology may increase the bridal boutique's perceived value and convenience by allowing customers to digitally try on dresses at home. The Diffusion of Innovation theory states that innovators and early adopters acquire new technologies first, following a bell curve (Goh & Sigala, 2020). Thus, a UK wedding boutique that adopts AR technology early may gain a competitive edge by attracting customers who value innovation and convenience.
Digital problems and their effects (learner 2)
Smaller UK wedding stores may not have the funds to invest in software and hardware to use AR technology.
The boutique team's lack of technical ability to adopt and maintain technology might delay or inefficiently execute it, leading to revenue loss or poor customer experience.
AR technology may necessitate a major revamp of the wedding boutique's IT infrastructure, causing system incompatibility and data protection risks.
Poor internet access might also damage the wedding boutique's AR experience and consumer happiness.
If AR technology fails or is too hard to use, it might hurt the boutique's reputation and client loyalty.
Digital change for augmented reality in a wedding store in the United Kingdom can bring with it a number of issues that can influence the technology's application and performance. The expense of implementing Augmented Reality (AR) technology is one of the greatest obstacles in the digital world. This may necessitate a substantial investment in software and hardware systems (Stach et al., 2021). This can be problematic for smaller stores that cannot afford to make such a substantial investment. A further digital issue could be that the limited team lacks sufficient technical knowledge to properly install and manage the technology. This could result in application delays or inefficiency, which could cost money or make consumers dissatisfied.
Analyzing digital challenges and their implications ((learner 3)
Implementing augmented reality technology in a UK wedding shop can be hard because it costs a lot and needs a lot of software and hardware equipment.
To adopt and handle technology well, you need to know how it works. If you don't have this knowledge, it can be a big problem that slows down or messes up the process.
When augmented reality (AR) technology is used in a UK wedding shop, it could cause some digital problems that could affect how well the change goes. Some of these problems are high operational costs, a lack of technical knowledge, the possibility of technical problems with IT systems, and worries about data privacy.
Analyzing digital challenges and their implications ((learner 3)
Integration of AR technology might require a change to the IT infrastructure, which could cause technical problems like mismatches between systems and worries about data privacy (Das et al., 2020).
If your internet connection and speed aren't good, your AR experience might not be as good as it could be. This could affect how happy and loyal your customers are.
If digital problems aren't dealt with properly, they could hurt the wedding boutique's image and make it harder to keep customers.
The quality of the AR experience can also be affected by how well you can connect to the internet, which could hurt customer happiness and trust (Rita, Oliveira & Farisa, 2019). Taking care of these digital problems is important for AR technology to work well in the wedding store and for customers to have a good experience.
Digital transformation plan (learner 1)
AR digital transformation steps for a UK wedding boutique may include:
Implementation and testing: Test AR technology's effectiveness, usability, and customer feedback. Adjust and roll out the technology.
Improve AR technology based on user feedback and shifting tastes (Crofton et al., 2019).
Impact assessment: Assess how AR technology impacts sales, customer satisfaction, and profitability and adjust accordingly.
Several key steps must be taken to create a successful digital transformation plan for a UK bridal boutique to implement AR technology. Identifying the business goals and objectives, reviewing the present digital infrastructure, designing an AR strategy that matches these goals, identifying the required resources, deploying and testing the technology, monitoring its performance, and evaluating its effect are all part of this process (Burova et al., 2020).
Digital transformation plan (learner 1)
AR digital transformation steps for a UK wedding boutique may include:
First, determine the bridal boutique's business goals, such as increasing sales, customer satisfaction, and competitiveness.
Assess the digital infrastructure: Next, determine AR technology readiness. Examine hardware, software, network, and data management requirements (Saad, Bahadori & Jafarnejad, 2021).
Create an AR strategy: Based on company goals, identify the technology's main characteristics, capabilities, and benefits. Use AR applications or smart mirrors.
Determine resources: Determine the financial, technical, and human resources required to install and maintain AR technology, including hardware, software, new hires, and staff training.
To achieve long-term success, the strategy should be flexible and responsive to changes in technology and client demands. The wedding boutique may improve the customer experience, boost sales and profitability, and acquire a competitive advantage by following these measures.
Implementation of the digital transformation plan (learner 2)
AR technology digital transformation needs numerous processes for a UK wedding boutique:
Project managers, technical experts, and customer experience representatives should oversee implementation.
Buy or rent AR-compatible smart mirrors, smartphone apps, and 360-degree cameras.
Create engaging AR content that suits the wedding boutique's brand and marketing goal.
Key steps need to be taken for a UK wedding shop to put a digital change plan into action and add augmented reality. These include putting together a project team, buying the necessary hardware and software, making AR content that people will want to use, putting the technology into place, training employees, testing, and improving the technology.
Implementation of the digital transformation plan (learner 2)
Install equipment and incorporate AR content into the bridal boutique's website and marketing channels.
Train workers on AR gear, software, content development, and customer interaction.
Technology development: Consumer and employee feedback from a pilot scheme. Feedback informs technology and content.
Implementation of the digital transformation plan (learner 2)
Install the technology: Once optimized, distribute it throughout the bridal boutique's operations and marketing channels.
Monitor and evaluate performance: Collect customer and employee feedback, monitor technology performance, and make modifications to ensure success.
These techniques may boost client satisfaction, sales, and profits for the UK wedding store.
However, putting it into use throughout the business and constantly monitoring and evaluating how well it works. By doing these things, the wedding store can improve the customer experience, boost sales and profits, and gain an edge in the market.
Future planning (learner 3)
A UK wedding store employing AR technology must take many critical measures to plan its future:
Monitor developing technology: Track AR, VR, and other digital innovations that may boost customer experience and sales.
Customer feedback: Ask consumers about their AR experience, preferences, and areas for development.
Analyse sales, customer interaction, and AR technology KPIs to discover areas for development and growth.
Planning for the future of a UK wedding shop that uses augmented reality (AR) means keeping an eye on new tech, getting customer feedback, analyzing data, adjusting to changing trends, adding more marketing channels, and working with partners in the industry.
Future planning (learner 3)
Adapt to shifting trends: Add new features and functionality to AR technology and content to meet client expectations.
Social networking, email marketing, and customized advertising may reach more people (Winter, Maslowska & Vos, 2021).
Develop innovative AR content and experiences with designers, photographers, and wedding planners.
By taking these steps, the wedding store can stay ahead of the curve, give customers a cutting-edge and personalized experience, and gain a competitive edge in the industry. The shop can keep making new and original AR materials and experiences by changing with changing trends and needs.
Conclusion (learner 1)
AR technology may change a UK wedding boutique's customer experience and boost sales.
The Technology Acceptability Model and Diffusion of Innovation theory guarantee that innovators and early adopters appreciate, utilize, and accept the technology.
A well-planned digital transformation strategy requires hardware, software, compelling AR content, and technological implementation.
AR technology lets the boutique customize and engage with brides-to-be.
Staying ahead of the curve and achieving long-term success requires constant monitoring of emerging technology, customer feedback, and trend adaptation.
A UK wedding store that uses AR technology for digital change can improve the customer experience, boost sales, and give it an edge in the industry. By using the Technology Acceptance Model and the Diffusion of Innovation theory, the shop can make sure that creators and early users see the technology as having value, that it is easy to use, and that it is adopted quickly. With a well-planned digital change strategy, the store can give brides-to-be a personalized and interactive shopping experience. This includes buying the necessary hardware and software, making interesting AR content, and putting the technology to use. By keeping an eye on new technology, getting feedback from customers, and changing with the times, the shop can stay ahead of the curve and be successful in the long run.
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