Enhanced customer experience using augmented reality in retail -a discernible change

The Modern day ecommerce industry has undergone a tremendous transformation by creating a strong online presence and continuous improvement in the in store variety. Numerous Online deals easy of accessibility and wide variety online has made e-commerce profitable for businesses, small and big alike. The exponential growth of retail has led to higher stakes and created more challenges to be able to sustain and run a successful e-commerce platform. The shopping experience has come a long from being just about the in-store contents. The need of the hour is to provide the consumer a value in terms of an unforgettable experience and time for building loyalty amongst the Consumers. In order to give an unique experience to the customer retailers these days are incorporating novel technologies into their businesses to stay ahead of the competition .One emerging technology is technology is Augmented Reality (AR), which has gained a lot of traction in recent times .This paper aims to investigate how augmented reality in helping to improve the shopping experience in terms of its application and to know some of the retailers using the Augmented reality by enriching the customer experience