New Argos Catalogue contains augmented reality

The new Argos catalogue has more than 300 pieces of augmented reality content built in, as the high street retailer continues its technology-focused strategy.

Argos launched its new catalogue on Saturday, with the latest edition of the long-running publication containing a range of new technology features.

More than 300 pieces of augmented reality content have been built into the publication, with the high street retailer hoping it will encourage millions of smartphone and tablet users to access extended ranges, product videos, special offers and quizzes online.

Branded as Argos Scan, the technology is powered by HP Aurasma and is built into the existing Argos mobile and tablet apps – making it accessible to more than eight million customers who have downloaded them to date.

Among other functions, the augmented reality will allow consumers to virtually 'try on' 11 pages of watches in the comfort of their own home and see what they look like with different hairstyles, prior to sharing the results on Facebook and Twitter. In addition, those using the technology will be able to envisage what a TV looks like in their home before making a purchase.

Product lines featuring interactive content will be labelled with Argos Scan icons.

Annie Weinberger, general manager of Aurasma, said: "HP Aurasma provides unparalleled flexibility and scale so by embedding the Aurasma SDK, Argos will be able to provide its customers with augmented reality catalogue enhancements that are engaging, extensive and more easily accessible than ever before."

Argos opted to use Aurasma for its augmented reality technology, despite running initial trials last year with image recognition company Blippar. The retailer said its decision was made because it wanted technology that could be incorporated into its existing apps, and use of Blippar requires shoppers to download a separate app.

Bertrand Bodson, chief digital officer at Argos parent company 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."

Source: Ben Sillitoe
http://www.essentialretail.com/news/article/53d7848d8e98d-argos-catalogue-in-augmented-reality-push