A couple of days back , this piece appears in TOI. Moosejaw, a retailer which focuses on outdoor recreation apparel and gear for snowboarding, rock climbing, hiking, and camping, introduced an new app – X-ray augmented reality app . See it for yourself. And the most interesting aspect of the company is , it does not sell underwear or lingerie. And the sales have gone by 37 %. That is interesting use of technology. The question is what lead customers buy, was it the actual product or festive season or the app or just the Moosejaw madness?