Augmented reality (AR) is becoming a game-changer for supermarkets and retailers in the United States as they seek innovative ways to boost sales and enhance the shopping experience. In the face of rising costs, labour shortages, and the threat of e-commerce dominance, retailers are embracing AR to transform their in-store purchase journeys. By adding a digital AR layer to physical stores, grocers can provide personalisation, convenience, and improved navigation for customers. Wayfinding AR apps, like Marks & Spencer’s List & Go, guide shoppers to their desired products, while Walmart is exploring AR filtering features to help customers sort items based on preferences. AR also offers opportunities for interactive and engaging experiences, as demonstrated by Tesco’s AR Discover App. Gen Z shoppers, in particular, are embracing these immersive technologies, making AR a valuable tool for physical grocery retailers to meet evolving customer expectations.

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