Very teams with Fabulous to push augmented reality campaign
British retailer Very has teamed with Fabulous magazine, an imprint of The Sun, to launch a new mobile marketing campaign that makes use of augmented reality. The initiative will help Very get a better understanding of what consumers are looking for leading up to the Christmas season. The campaign will also encourage consumers to use their mobile devices to find products they like and make purchases online, thus boosting the prevalence of mobile commerce.
Campaigns aims to promote mobile commerce
Very’s augmented reality marketing campaign is powered by Blippar, a leading augmented reality platform. The campaign will run through four pages of Fabulous magazine, each containing a digital experience that can be unlocked using a smart phone. The campaign aims to show off a variety of fashions that consumers may find interesting and give them a chance to see outfits on display on a catwalk. Consumers will be able to pick out individual pieces from the campaign and purchase these pieces directly from Very using their mobile device.
Very has more plans for augmented reality
This will be the first augmented reality initiative launched by Very is preparation for the Christmas season. The retailer examining how well the technology can integrate itself into its existing marketing strategies. Very aims to use augmented reality to drive mobile commerce amongst its more tech-savvy consumers. Focus on mobile commerce could be a major boon for retailers during the Christmas season, especially as more consumers are beginning to rely heavily on their mobile devices to get shopping done.
Very continues to adapt to the changing needs of consumers
Christmas is a big time of the year for retailers. Over the years, retailers have had to adopt to the changing needs and interests of consumers in order to remain relevant with them. With more consumers showing interest in mobile commerce and augmented reality, Very is keen to ensure that it can engage these consumers where they are most interested.