Virtual tryvertising. Marketing strategies for empowered customers


  • Federico Biggio University of Turi



tryvertising, virtual make-up, augmented reality, digital marketing, Ikea


The aim of this study is to look at the experiential marketing strategy of virtual tryvertising, by analysing a specific case study: the augmented reality application Ikea Place. It provides customers with a set of tools to prefigure a virtual representation of a piece of a furniture within a physical space, in order to appraise its fitness in a prior time to its actual purchase, and hence to provide a benefit for him/her. The semiotic analysis will be carried out by taking into account the use practices prescribed by the application and the promotional discourses of the company. In particular it will look at two advertising videos which accompanied the launch of the application in 2013 and 2017. It will also consider the added value and the experiential gain for users that the adoption of this type of technology entails, in order to understand AR media not only as a mere strategy for commercial purposes, but as a tool for empowering the users’ appraising skills traditionally used in the context of a dressing room of a physical store.


Alves, C., J. L. Reis. 2020. The Intention to Use E-Commerce Using Augmented Reality – The Case of IKEA Place. In Rocha, A., C. Ferrás, C. E. Marin Montenegro, V. H. Medina GarciÌa. Information Technology and Systems. Proceedings of ICITS 2020, 114–123.

Araki, N., Y. Muraoka. 2008. Follow-the-trial-fitter: Real-time Dressing without Undressing. In Third International Conference on Digital Information Management (ICDIM), 33–38.

Füller, J., M. Oberhoferand and V. Hofmann. 2014. Tryvertising – What Makes Consumers Share Product Innovations with Others? In Cotte J., S. W. Duluth. NA – Advances in Consumer Research Volume 42, 348–351. Available at:

Holte, M. B., Y. Gao and E. Petersson Brooks. 2015. The Virtual Dressing Room: A Usability and User Experience Study. In Proceedings of the 7th International Conference on Virtual, Augmented and Mixed Reality, VAMR 2015, 429–437.

Kim, K., M. Billinghurst, G. Bruder, H. B.-L. Duh and G. F. Welch. 2018. “Revisiting Trends in Augmented Reality Research: A Review of the 2nd Decade of ISMARâ€. IEEE Transactions on Visualization and Computer Graphics, Vol. 24, Issue 11, 2947–2962.

Mangano, D. (2014) Ikea. Doppiozero, Collana: Miti d’Oggi.

Norton, M. I., D. Mochon, and D. Ariely. 2012. “The IKEA Effect: When Labor Leads to Loveâ€. Journal of Consumer Psychology, Vol. 22, No. 3, 453–460.

Panosetti, D. 2012. Nuove testualità . In Toschi, L. (a cura) Realtà aumentate. Esperienze, strategie e contenuti per l’Augmented Reality. Apogeo Education.

Papagiannis, H. 2017. Augmented Human. How Technology is Shaping the New Reality. O’Reilly Media.

Shaikh, A. A., P. S. Shinde, S. R. Singh, S. Chandra, and R. A. Khan. 2014. “A Review on Virtual Dressing Room for e-shopping Using Augmented Realityâ€. International Journal of Soft Computing and Engineering (IJSCE), Vol. 4, Issue 5, 98–102.

Torrini, G. 2012. Esperienze d’acquisto. In Toschi, L. (a cura) Realtà aumentate. Esperienze, strategie e contenuti per l’Augmented Reality. Apogeo Education.




How to Cite

Biggio, F. (2021). Virtual tryvertising. Marketing strategies for empowered customers. Digital Age in Semiotics & Communication, 4, 161–176.