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Argos heralds ‘largest ever’ UK use of augmented reality with new catalogue

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Browsers flipping through Argos’s latest catalogue can now see more than ever by scanning more than 300 pieces of augmented reality content.

By using the Argos Scan function in the existing Argos app, already downloaded by more than 8m customers, smartphone and tablet users can scan the marked pages or images in the catalogue to launch product videos, 3D models, games and competitions. Argos says that it is using augmented reality on the largest scale seen yet in UK retailing.

“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 store, so building a bridge between a physical and digital channels remains a key priority for us,” said Bertrand Bodson, chief digital officer at Home Retail Group. “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 app.”

Argos Scan functionality is powered by the HP Aurasma SDK (software development kit).

Annie Weinberger, general manager of Aurasma, said: “We are excited to see a valued brand like Argos, which has been an influential adopter of technology, make augmented reality an integral part of its print to digital initiative.

“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 then ever before.”

Augmented reality features of the new Argos catalogue include games and competitions, including the chance to win £1,000 in Argos vouchers each month, virtually ‘trying on’ 11 pages of watches, viewing videos and different colour variations for the new Heart of House home and furniture range, product videos seen from the Lego pages of the toys section, Chad Valley themed games, and 3D models of latest toys inspired by My Little Pony, Barbie, Disney Frozen and Transformers. Users can also see what an actual size TV would look like in their room before buying it.

A short user guide for Argos Scan is found here.

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