Argos is incorporating augmented reality technology into its publications and customer apps on the largest scale to date by a UK retailer. More than 300 pieces of augmented reality content have been built into the new Argos catalogue launched on Saturday which will springboard millions of smartphone and tablet users to access extended ranges, product videos, special offers, and quizzes online.
Powered by HP Aurasma and branded Argos Scan, the technology will be accessible to more than eight million customers who have downloaded the Argos smartphone and tablet apps. Argos first trialled augmented reality technology from Blippar in its catalogues and 2013 Christmas gift guide, which resulted in more than 1.5 million “blipps” from customers who had downloaded the Blippar app. The flexibility of the Aurasma SDK used for Argos Scan, customers no longer need to download a separate app. making it quick and easy to use the technology.
Customers simply need to look for the special Argos Scan icons within the latest catalogue, open the Argos Scan function within the Argos app, and scan the corresponding page or imagery using the camera on their device to launch product videos and 3D models, games and competitions.
Bertrand Bodson, Chief Digital Officer at Home Retail Group said, ” Customers can get a much richer shopping experience with us online including twice the range of products, the latest offers and ability to check stock levels in stores, so building a bridge between our physical and digital channels remains a key priority for us.
“We were really encouraged by the high levels of engagement from customers in our initial augmented reality trials. By launching Argos Scan, we can bring the catalogue to life for millions more who are already using our smartphone and tablet apps. Because it is built into the app already, it is readily accessible and easy to use. Our newest catalogue this month features many more pages and even more examples of scan-able 3D content, including lots of fun features for children to play with.”
New features include virtual “try on” of 11 pages of watches; place an actual size TV in your room to check that it fits; as well as launch 3D models of the latest toys. The new Argos catalogue became available in its stores from 26th July.
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