What is augmented reality? Give an example of a retailer that has implemented this concept.
What will be an ideal response?
The overlay of sound, video, and graphics with the physical, real-world environment being viewed at the same time creates augmented reality. When used by shoppers, this technology adds rich content to the shopping experience, improving the purchase decision process. It's a perfect way to combine the fast, personalized, and customized information consumers enjoy when they shop online with the traditional brick-and-mortar in-store shopping experience. Some examples include: (1) Google Glass, which resembles a pair of eyeglasses with a small display screen visible to the wearer. Image and voice recognition capabilities identify relevant information to display on the screen. (2) IBM is developing a mobile app that uses the camera in a smart phone to identify a product and then display information about the product (e.g. price, nutritional value, etc.) based on preferences specified by the consumer. (3) Aurasma is developing image and pattern recognition technology to identify real-world objects and then activate interactive animations for consumers to view. (4) Kellogg's provided additional information on 80 million cereal boxes. (5) IKEA's new catalog allows consumers to access information, videos, and 3D models through a tablet image recognition app. (6) A Japanese furniture manufacture is developing an app that allows customers to take a picture of a room in their house, and then overlay digital images of furniture in the photo to simulate the appearance of furniture arrangements before making a purchase. (7) Toshiba offers an app that allows customers to see what a television will look like in their home. (8) Clothing retailers are developing augmented reality technology, which allows consumers to take pictures of themselves and then superimpose images of clothing on their picture. The convenience of the technology encourages customers to try styles, combinations, and colors they might not have taken time to actually put on.
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