We are delighted to announce that a paper by Jonas Heller, Mathew Chylinski, Ko de Ruyter, Dominik Mahr, and Debbie Keeling has been accepted for publication in the Journal Retailing. In the paper, we are drawing on mental imagery theory and develop a conceptual framework to reflect how AR emulates customer’s cognitive processes offloading those to the AR technology. Consequently, the AR-enabled frontline improves decision comfort, motivates positive word-of-mouth and facilit