Augmented reality (AR) is transforming the retail sector as a conceptual model suggests for evaluating AR shopping apps:

• The study discusses how experiential features in AR apps affect customer perceptions and behaviors.
• The model suggests that AR experiential levels influence customer experience, satisfaction, and purchase actions.
• It introduces the idea of immersion as a mediating factor between AR features and customer experience.

This conceptual framework is essential in understanding the AR’s role in reshaping customer interactions within retail. Potentially, it leads to more immersive and engaging shopping experiences that could positively shift consumer behavior and loyalty. It lays the groundwork for future empirical studies exploring the direct impact of AR technologies on the customer journey.