Augmented reality and image recognition technology has helped put a bit of fun in browsing for clothing in a store. Because of the cost of producing product imagery in the a suitable format to make these applications work and lack of any clear business case, all experiments to date have gone no further than initial pilots. Other innovative applications use staff tablets and image recognition to help colleagues measure up the customer and it's these applications that have proved valuable enough to gain more widespread adoption. There is also a lot of focus on the fitting room experience in stores selling clothing. These areas are typically more heavily staffed and like with payment, the amount of experimentation with technology in these areas is relatively high. This is in most part because when the customer is taking the step to try something on, they're quite far down the purchase funnel and the retailer must do everything it can to ensure the customer leaves the store making a purchase.