"Augmented Reality" (AR) in Retail. Opportunities and Challenges for Enhancing Customer Experience

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The text explores the application of augmented reality (AR) in retail, highlighting its potential to enhance customer experience and boost sales. It analyzes a Journal of Marketing article on AR's impact on online shopping and proposes a theoretical implementation for Westwing, a German home and living brand, utilizing their AR program, Atelier by Westwing. The findings suggest that effective AR implementation can lead to cost savings, reduced return rates, and a more personalized shopping experience, presenting significant opportunities for businesses in the sector.