“…A "smart" retail setting can be a beneficial way for a firm to generate greater customer and business value (Pantano and Timmermans, 2014). One "smart" approach that is increasingly recognised as having potential to create value for customers and retailers alike is the use of augmented reality (Pantano, 2014;Huang and Liu, 2014) in smart retail environments (Di Rienzo, Garzotto, Cremonesi, Fra and Valla, 2015). Augmented reality is a smart technology that adds value to retailers by being able to influence customer engagement (Pantano, 2009) as well as purchasing decisions (Pantano, 2014) and can be varyingly used in-store and outof-store including at home (Valkynnen, Boyer, Urhemaa, and Nieminen, 2011).…”