Email marketing from message filters to AR filters

The major research project explores augmented reality (AR) marketing for the retail industry in the advent of AR support in web browsers. In spite of advancements in mobile technologies, mobile AR research is limited and consumer acceptance is low, with a sense of uselessness ranking highly amongst consumer concerns. Three marketing emails, including a promotional, cart abandonment, and a seasonal campaign, are prototyped to demonstrate how mobile web-based AR can be integrated into email marketing strategies of the retail industry to increase levels of perceived usefulness. By satisfying the aim of the project within the technology acceptance model (TAM), AR can begin to shift from frivolous novelty to valuable commodity. The project deepens the field of AR application research, fills the gap in mobile studies, and the knowledge gained serves retail marketers as they develop the digital marketing strategies of tomorrow.