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House of Fraser launches interactive catalogues by dropping Augmented Reality into its shopping apps

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House of Fraser has introduced Augmented Reality (AR) into its iPhone and iPad shopping apps, allowing customers to access apps and shop from immersive content such as videos, music, 3D product previews, recipes and shoppable lookbooks.

The Augmented Reality function – called Scan and Explore by HoF – was introduced into the apps through integrating Layar AR technology with the Poq app commerce platform, the platform that powers all of the House of Fraser apps.

Andy Harding, Chief Customer Officer at House of Fraser, explains: “We’re really excited about this latest release to our app. Through this initiative we are able to begin digitising our physical content, and create innovative customer experiences which drive multichannel behaviour and enable customers to interact and shop with us in a new and exciting way. Through our existing partnership with Poq, we were able to integrate Layar into our apps quickly and seamlessly.”

Hsio Ling Hee, Head of Custom Solutions at Layar adds: “Working with House of Fraser and Poq has been a thrill. House of Fraser are committed to bringing Augmented Reality technology to their customers to help them learn more about the products they like and discover new ones to love. The way people shop is changing and it is great to see companies such as House of Fraser and Poq be at the forefront of this.”

Øyvind Henriksen, Co-founder and CEO of Poq, says: “We are excited to see House of Fraser spearhead the transformation of UK retail by taking advantage of innovative Technologies that the app commerce ecosystem has to offer. The architecture of our SaaS platform allows us to integrate cutting-edge mobile technologies such as the Layar AR SDK quickly, without compromising the performance of the apps.”
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