The pandemic has changed many aspects of people's daily lives, but also the retail sector, with the come into play of augmented reality and virtual reality. Two modalities that offer more innovative and personalized shopping experiences.The world has changed enormously after the coronavirus pandemic. It is so. And with this, brands have been forced to rethink their strategies to enhance the customer experience beyond websites and applications. Digital spaces, of course, have experienced an unstoppable boom since the end of 2019, but… What about physical stores?