A comparison study of AR applications versus pseudo-holographic systems as virtual exhibitors for luxury watch retail stores

The market of luxury watches has been continuously growing across the world, regardless of economic crisis. However, consumers can purchase online, on the web pages of the luxury watchmakers, the same product they can acquire in physical retail stores, producing a significant reduction in the overall sales of the latter ones. To reduce this trend, retail stores should increase their added-value services, one of which could be the use of virtual exhibitors in the shop. In this paper, we have developed two multimedia solutions (an Augmented Reality application and a pseudo-holographic system) for the creation of virtual exhibitors, and we have carried out a comparative study (based on real users) to measure which system would produce the best impact on users when used in traditional luxury watch retail stores. Our primary hypothesis was that there would be significant differences between the use of the mobile AR application and the use of the pseudo-holographic system. Our secondary hypothesis was that user preference for the mobile AR application would be higher than for the pseudo-holographic system.