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Just in time for the holiday shopping rush, AR has entered the retail industry. Mastercard, ODG, Qualcomm and Saks Fifth Avenue have partnered to bring augmented reality to the in-store shopping experience.

This AR experience allows shoppers to view digital, photorealistic representations of products on smart glasses before purchase. Customers are able to learn more about the merchandise, get instant recommendations for related clothing and accessories and see additional options not available at the specific location. When shoppers have made a decision, they can use Masterpass to purchase. The entire shopping experience – from discovery to purchase – will be digital.

This comes at a prime time as Mintel reports 22% of consumers are interested in smart mirrors. Additionally, this immersive AR technology will be attractive to retail shoppers who are looking to engage with stores and brands – they are expecting a true shopping experience, otherwise they likely would have shopped online.

Digitally immersive in-store shopping seems to be a new trend for Mastercard; the Saks collaboration follows the conclusion of a partnership with Marie Claire to activate “The Next Big Thing Concept Shop,” a retail pop-up AR experience with the help of Neiman Marcus. The month-long brick-and-mortar pop-up shop in New York City utilized smart mirrors to suggest outfits, accessories and skincare products to consumers, and allowed for cashless Masterpass transactions.

Mastercard has also launched Masterpass and VR for a partnership with Swarovski’s home décor line.