An augmented consumer is an individual who utilizes technology to enhance their shopping experience and make more informed purchasing decisions. This can include the use of augmented reality, virtual reality, and other digital tools to visualize products, compare prices, and access reviews and recommendations. Augmented consumers are empowered to make smarter and more personalized choices, leading to a more seamless and satisfying shopping journey. By leveraging technology, they are able to bridge the gap between the physical and digital world, creating a more immersive and interactive retail experience.