In some aspects, a server device associated with a physical location may receive a message from a user device associated with a user, the message identifying a target located at the physical location and the message including an indication of a current location of the user device within the physical location. The server device may transmit, responsive to the message, a model to the user device, the model configured to cause presentation of one or more augmented reality elements to guide the user through the physical location from the current location to the target. The server device may cause an electronic shelf label (ESL) associated with the target to activate an indicator. Numerous other aspects are described.