What is Interactive Packaging

Technological developments have advanced significantly. Augmented reality and virtual reality are emerging technologies and rapidly gaining popularity. Augmented reality combines the virtual world with real environment using digital visual elements, sound, or other sensory stimuli delivered via technology and creates an interactive experience. Virtual reality creates a 3D-simulated immersive environment. AR and VR are two sides of a coin. Virtual reality replaces what people see and experience whereas augmented reality actually adds to it. The study aims at understanding applications of augmented reality and virtual augmented technologies for optimizing customer engagement and challenges in implementing these technologies for developing customer engagement. The study being conceptual in nature is based on secondary sources. Efforts have been made to collect literature from every possible source including websites, journals, books, theses, etc.