IBM Augments Consumer Reality

For years, marketers have tried marrying the shopping experience with technology using tools such as QR codes and barcodes. However, this trend has yet to gain traction. But IBM wants to make this fusion of technology and consumer experience a reality, or an augmented reality to be exact.

Augmented reality is the latest in high-tech marketing tactics that aims to enhance consumers’ physical world with computer-generated sensory inputs, such as sound, photos, videos or GPS (Mashable, 2012). IBM is taking this innovation to a new level by allowing shoppers in a grocery store dictate their menu before even stepping foot in an aisle.

The application by IBM, being tested by unnamed retailers in the United States, allows consumers to download the software and input dietary preferences. For example, if a shopper lactose intolerant, they may enter that into the app, thereby narrowing their food choices. Once in the store, the consumer hold up their mobile device, pointing the camera at the shelves, and the device will point out what products fit the shopper’s specific needs.

The software recognizes consumers by their phone number of loyalty program numbers, thereby allowing them to store information for future shopping experiences. The application recognizes products on the shelves by color, shape and other features to determine what products fit the shopper’s needs.

Not just a dietary tool, the device may also be used to address personal pricing, environmental and religious preferences as well. IBM believes the augmented reality application will catch on with consumers faster than QR code or barcode scanners because of the how easy it is to use the application.

What’s more, this new marketing tactic is relatively inexpensive for retailers as consumers supply the technology to support the software.

Whether or not augmented reality will take hold like social media or interactive television is still to be determined. But one thing is certain: what was once an idea only found in moviebuytheway.annenbergcourse.orgrt,” augmented reality is redefining consumer engagement.

References:

Neff, J. (2012). IBM tests ‘augmented reality’ app. AdAge online. Retrieved from http://adage.com/article/digital/ibm-tests-augmented-reality-shopper-app/235724/.

(2012). Augmented reality. Mashable online. Retrieved from http://mashable.com/follow/topics/augmented-reality/.