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Augmented reality (AR) creates engaging experiences for users by leveraging the smartphone camera to map a consumer’s surrounding environment and then overlaying aspects of the physical world with relevant, digital properties. This makes AR tech ideal for the retail space, as it can deliver a more immersive digital shopping experience by blending the online and in-store shopping journeys with virtual try-on experiences. Offering mobile apps is currently the most sought-after strategy for retailers looking to engage customers with AR experiences, but several hurdles — the high cost and difficulty of creating the experiences, along with the lack of widespread adoption of AR-compatible smartphones — are hurting adoption, especially among smaller brands.

Vertebrae, an AR solutions provider, launched a web-based AR commerce platform last month that seeks to resolve these pain points for retailers. The platform, called Axis, works to transform the existing product catalogs on companies' websites to include customizable 3D and AR experiences that consumers can use to virtually try on products. Business Insider Intelligence recently spoke with Vertebrae [...]