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Analysis: The reality of augmented reality

Technology already plays a substantial role in retail, but the Covid-19 pandemic has accelerated both companies’ and customers’ reliance on it. While some stores closed, others were forced to evolve, turning to a range of technologies that allowed them to interact with their customers, both in- and out-of-store. Retailers such as Zara trialled self-checkouts, while others have set up Instagram in-app shopping. Of course, this coincided with an already-large shift towards online retail across