Customers want AR. However, managers need to properly understand how AR can help their brands before investing in the technology. AR helps entertain and educate customers and also helps them evaluate products. AR can also boost adoption of online channels while facilitating category expansion. AR also benefits less popular, less mainstream and more expensive products. But AR can also be expensive, time-consuming and difficult to implement. Despite consumer demand, retailers must understand the costs and challenges associated with adopting AR before embarking on any major projects.