Close
 

Data digest: Using augmented reality in retail

  • News
  • June 18, 2015
  • Elly Strang
Data digest: Using augmented reality in retail

Augmented reality (AR) is a blend of digital information and live video or the user’s environment in real time.

In other words, AR has the ability to video or photograph a live situation and insert computer-generated information into it, creating an experience that mixes digital, mobile and reality.

Though the technology may seem obscure, Bixamedia found 30 percent of smartphone users used AR at least once a week in 2014.

As well as this, mobile augmented reality users are expected to grow to reach 200 million in 2018.

Retailers have been getting on board with this technology since as early as 2009.

AR used in shops varies from virtual fitting rooms to toys coming to life when held up to a screen.

Most marketers consider it a great way to grab the attention of modern-day shoppers that have become increasingly desensitised to advertising.



Freedom Furniture created an augmented reality app in 2014 that allowed customers to plonk a piece of virtual furniture into their house and see what it looks like.

Freedom’s head of marketing Jeff Karger told Idealog that furniture is notoriously hard to conceptualise in a space.

“Our solution ensures your favourite product from our catalogue actually fits your space and matches your existing surrounds without you physically lugging it there,” Karger says.

Other Kiwi companies trying out AR include Westpac.

If its Westpac customers find entering a pin on their phone banking app too tiresome, they can hold their card up to the camera of their device instead.

The app shows them their recent transactions and balance in 3D.

Fonterra and New World tried out AR technology back in 2013.

With the app, customers could hold their phone up to posters in store and make them come to life.

 They’d be shown product information on Tip Top, Fresh’n Fruity, Anchor and Mainland brands and even cows grazing near the chiller.

In this regard, AR can increase customer engagement.

Smartphone and tablet users who are engrossed in their phones and distracted from shopping are engaged by a “blended” experience involving their devices.

Overseas, stores have been using AR since as early as 2009.

Lego began piloting AR technology since 2009 and it’s now in all of its stores worldwide.

Customers can try before they buy and see a 3D animated version of the Lego model they were considering buying come to life on screen.

AR changing rooms are also growing in popularity. Topshop begun using them in 2011.

A customer doesn’t have to spend time and effort trying on anything, as the AR technology visualises them wearing it.

Check out this very Sims-esque video of one in action.

 AR can expand a shop’s reach without having to expand its footprint.

China’s largest online grocer, Yihaodian (which is 51 percent owned by Walmart) brings its products to people without having to build a single store.

It has set up 1000 virtual stores in places where no retail has gone before, like a parking lot.

The stores are invisible to passers-by that don’t have the app, but people who have it can peruse virtual aisles and select items by tapping on their screens.

It then delivers the groceries to the customer’s home.

Other examples:

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Restaurant Brands turns 22

  • News
  • March 26, 2019
  • Sarah Dunn
Restaurant Brands turns 22

As it prepares to celebrate its 22nd birthday, the listed corporate franchisor foresees a sunny future for the three – soon to be four - multi-site branded food retail chains it manages in New Zealand.

Read more
 
 

Linwood businesses struggle in mosque attack aftermath

  • News
  • March 26, 2019
  • Radio New Zealand
Linwood businesses struggle in mosque attack aftermath

A group of Christchurch businesses are struggling to get back on their feet after the attack on their neighbouring Linwood Mosque. Photo: RNZ / Katie Todd

Read more
 
 

Farmers account awarded to Clemenger Group

  • News
  • March 26, 2019
  • StopPress Team
Farmers account awarded to Clemenger Group

99 and Colenso BBDO have won the creative and customer experience business for Farmers. The win, after a competitive pitch, sees the advertising account return to 99 after a six-year hiatus.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Hemp products go beyond the specialty shelves

  • News
  • March 25, 2019
  • Sarah Dunn
Hemp products go beyond the specialty shelves

Since hemp seeds’ legalisation for growing, manufacture and sale in November 2018, supermarkets have quickly pivoted to include hemp products such as protein powder in their health food and specialty sections, but the trendy ingredient has already found its way into mainstream product categories.

Read more
 
 

No longer just for hippies: Is hemp the next coconut oil?

  • News
  • March 25, 2019
  • Sarah Dunn
No longer just for hippies: Is hemp the next coconut oil?

The Naturally Good Expo, held over June 2 – 3 in Sydney, will bring retailers, brands and practitioners together to learn about all things healthy, organic and natural. Among the topics discussed by industry leaders at the expo is the recent legalisation of hemp – it’s popping up everywhere. We asked John Leith of supplier Hemp Oz and speaker Susan Tapper of Holistic Marketing Healthy Sales for more information about this exciting new product category.

Read more
 

Military-style semi-automatics ban announced

  • News
  • March 21, 2019
  • The Register team
Military-style semi-automatics ban announced

As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}