Shopper Marketing - July 2016 - 42


FEATURE: VIRTUAL REALITY/AUGMENTED REALITY

Via Blippar, a user can scan a
product and the app overlays
information about the
product.

Augment's app can overlay a 3-D image of a P-O-P
display into an actual store environment.

ample, can overlay a 3-D image of a P-O-P
display into an actual store setting to visualize
how it would look. No headsets are needed.
Blippar and its mobile app are considered
leaders in consumer engagement when it
comes to AR. With the app open on a smartphone, a shopper can scan an image of a Max
Factor cosmetic product, for example, and
the app overlays info on the product, says
Omaid Hiwaizi, president of global marketing
at Blippar. The user can see videos on how to
get certain looks, review options for different
color palettes and discover related products
that match.
Ingram says Integer has executed many AR
engagements and considers them a fun way
to "add some magic" to a product's package.
"Having said that, AR is a trick for your eyes,
42

y SHOPPER MARKETING JULY 2016

whereas virtual reality provides a truly immersive experience for your mind and body. While
augmented reality can help you assemble a
piece of furniture, virtual reality can actually
teach someone how to perform open-heart
surgery. That's the difference."

VR Devices
InContext Solutions uses virtual reality to
assist brands and retailers with store planning and conceptualization. Mark Hardy, the
company's CEO, breaks down the levels of VR
like this:
n Level one is the cardboard viewer that retails for less than $20, such as Google Cardboard, Merge Cardboard or even that viewer that's handed out by Kellogg or other
brands as part of a promotion. A phone



Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
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