A method for guiding a shopper in a store, including: receiving one or more recommended products identified for the shopper based on a set of one or more sought products; calculating a route through the store to a location of each of the sought products based on the store product map; and including a waypoint in the route corresponding to a location of each of the one or more recommended products. The route is then sent to an augmented reality device for presenting the route to the shopper in conjunction with a representation of a current view of the shopper in the store.