# Listen: Study Finds AR More Useful in Operations Than Sales For Retailers

Published 2018-06-04 · Updated 2026-07-23 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/listen-study-finds-ar-useful-operations-sales-retailers-2

> New research shows that the future of online retail is about augmented reality. According to ABI Research, AR is a useful tool for online shoppers who are unable to interact with the products they want to purchase. Retailers like Target are already adopting augmented reality into their online shopping experience. Target Beauty Studio is…

New research shows that the future of online retail is about augmented reality.

According to ABI Research, AR is a useful tool for online shoppers who are unable to interact with the products they want to purchase. Retailers like Target are already adopting augmented reality into their online shopping experience. Target Beauty Studio is an app that lets you try on makeup via the power of AR.

Nick Finill, senior analyst at ABI, notes that AR is not as viable for in store shoppers stating, “For consumers in brick-and-mortar stores, however, AR can disrupt the customer journey and provides little additional value overall.”

Let’s hope that ABI’s predictions for the future of online retail become a reality.

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