House of Fraser Interactive Catalogue

AUGMENTED APPEARANCES: House of Fraser has launched an interactive digital catalogue with the use of augmented reality technology. The British retailer has incorporated this digital function — a computer-generated sensor that utilizes 3-D models and videos — to showcase the department store’s range of products for its iPhone and iPad shopping app.

Through a partnership with Poq, an app commerce platform, and Layar AR SDK, an image-recognition functionality for interactive applications, users can open the “Scan to Explore” feature to browse the catalogue and scan the pages. The shopper can access interactive content including “How To” videos, 3-D product reviews, recipes, look books and shop the items featured.

“Through this initiative we are able to begin digitizing our physical content, and create innovative customer experiences which drive multichannel behavior and enable customers to interact and shop with us in a new and exciting way,” said House of Fraser chief customer officer Andy Harding. “Through our existing partnership with Poq, we were able to integrate Layar into our apps quickly and seamlessly.”

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