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Customer app augmented reality for Argos

By Retail Technology | Monday August 4 2014

A new Argos scan function will bring the Argos catalogue to life for over 8 million people

In a further move towards the digital world, UK retail giant Argos has incorporated augmented reality (AR) into its publications and customer apps.

Over 300 pieces of AR content have been built into the latest Argos catalogue, which launched in the last week. It’s hoped it will encourage smartphone and tablet users to access extended ranges, product videos, special offers and quizzes online.

Easier access to app

Powered by HP and Aurasma and branded ‘Argos Scan’, the functionality will be 
accessible to the over 8 million customers who have downloaded 
the Argos smartphone and tablet apps.

The retailer explained that thanks to the Aurasma SDK (Software Development
Kit) used for Argos Scan, customers no longer need to download a separate app. They 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/imagery using the camera on their 
smartphone or tablet device to launch product videos and 3D models, 
games and competitions.

Richer shopping experience

“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,” commented Bertrand Bodson, chief digital officer at Argos parent company Home Retail Group.

“We were really encouraged by the high levels of engagement from 
customers in our initial augmented reality trials. Our newest catalogue launching this month features many more pages and even more examples of ‘scanable’ 3D content, including lots of fun features for children to play with.”

Going digital

Argos first trialled AR 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.

Earlier this month, Argos also announced it was trialling the replacement of its physical catalogues with an in-store tablet and Scala digital signage solution across seven of its UK stores. 

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