From Augmented Reality to Augmented Product: Initial Study of AR Marketing in the Wine Industry

This study is an introduction to the research topic of using Augmented Reality(AR) as marketing instrument. With a focus on the commercial effect of AR features located on some wine labels, we performed a qualitative study by interviewing both wine consumers and AR experts, including the head of the company who developed the AR labels. This study allowed us to understand the role of AR features associated with physical products. Results point out the importance of a quality and innovative AR experience to retain customer attention on the AR feature. We also observe that the product is redefined with two distinct sub-products: the wine and the AR label. The combination of physical and digital elements creates an “Augmented Product”. To better understand the AR component, further research would include a larger pool of interviewee as well as other wine industry individuals such as winery representatives