ABI Research has launched a report on the current and potential uses of Augmented Reality in bricks-and-mortar retail.
It's refreshingly honest. Nick Finill, ABI Senior Analyst said "For consumers in brick and mortar stores, however, AR can disrupt the customer journey and provides little additional value overall."
However, for employees, AR could make their jobs more efficient and lead to an increase in service quality.
ABI believes that back-of-shop operations will be augmented by smart glasses, and that within 5 years, they will be used in over 120,000 stores. Additionally, AR will drive 3% of e-commerce revenue through consumer "AR experiences".