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Argos expands use of augmented reality

Argos has extended the use of augmented reality technology in its catalogues and customer apps on what it claims is the largest ever scale for a UK retailer.

GENERAL MERCHANDISE

Argos expands use of augmented reality

More than 300 pieces of augmented reality content have been built into the new Argos catalogue launched at the weekend which gives smartphone and tablet users access to extended ranges, product videos, special offers and quizzes online.

Argos first trialled augmented reality technology from Blippar in its catalogues and 2013 printed Christmas gift guide, which resulted in more than 1.5 million ‘blipps’ from customers who had downloaded the Blippar app.

Powered by HP Aurasma, the new Argos Scan feature does not require customers to download a separate app. Instead, they look for the special Argos Scan icons within the catalogue, open the Argos Scan function within the Argos app, and scan the corresponding page or imagery using the camera on their smartphone or tablet to launch additional product content.

Bertrand Bodson, chief digital officer at Argos owner 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’s built-in to the app already, it’s really accessible and easy to use.” 

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