Caboni, Federica; Hagberg, Johan - In: International Journal of Retail & Distribution Management 47 (2019) 11, pp. 1125-1140
Purpose: The purpose of this paper is to review augmented reality (AR) within retailing by identifying, outlining and discussing definitions of AR, applications of AR that are relevant for retailers, and the value AR provides for retailers and consumers. Design/methodology/approach: The paper...