Augmented reality (AR), virtual reality (VR) and the metaverse are reshaping shopping experiences, allowing brands to create engaging and memorable interactions with customers. By leveraging these cutting-edge technologies, retailers can provide virtual storefronts, enhance product visualisation and offer personalised shopping journeys, ultimately driving customer satisfaction and loyalty. This session will highlight the practical applications of AR and VR in retail, from virtual try-ons to interactive in-store experiences. It will also discuss the challenges businesses face when adopting these technologies.