Although retailers like Mac Cosmetics and Zara have been celebrated for deploying innovative in-store augmented reality experiences in their brick-and-mortar locations, a new report throws cold water on the practice.

In a report titled “Augmented Reality in Retail,” market research firm ABI Research concludes that, while augmented reality will bring positive improvements to employee efficiency and online customer engagement, in-store augmented reality experiences will be less impactful.

“For consumers in brick-and-mortar stores, however, AR can disrupt the customer journey and provides… more

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