“The whole point of retail is to make advertising actionable,” said Beck Besecker, CEO of Marxent Labs. “That is what AR does. You get a catalog or a magazine in the mail and you really like a [specific] product. Instead of dog-earing or ripping out the page, you hold your phone over it. It takes you online and you buy it. It is like a big shortcut hyperlink. The greatest benefit to retailers will be to make the entire store actionable.”

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