Augmented and virtual reality are headed towards retail sector. These technologies could prove to be an effective lure for keeping shoppers in stores while also enabling them to shop online.

Zara has released an app that enables customers to watch models walking around the store wearing the latest clothes, then click through and buy what they fancy. Converse, Topshop and Uniqlo use augmented reality apps and make-up behemoth Sephora already offers virtual artist technology where shoppers can use their phones to try on make-up colors and looks before buying.

Ikea too launched an app which allows consumers to experiment with furniture placement and UK cosmetics brand Charlotte Tilbury has installed a magic mirror in its stores which scans shoppers' faces and applies the latest looks without ever trying on any make-up. At the most basic level, virtual and augmented reality technologies can be used to help shop employees find lost stock in the storeroom.

Indeed the role of a physical store and online site can be interchangeable. Retailers that provide consumers with a compelling offer across all formats are growing their business at a faster rate than others. Companies that utilise this modern technology are giving themselves a competitive advantage by creating greater access to their products and giving the consumer an added element of experience.