UK fashion retailer River Island is using augmented reality technology to offer interactive content around the launch of the Rihanna for River Island collection.
UK fashion retailer River Island is using augmented reality technology to offer interactive content around the launch of the Rihanna for River Island collection.
The tie-up with image recognition specialist Blippar enables shoppers to watch behind-the-scenes footage, navigate to the website where they can buy the clothes, read the latest news from River Island and find a store nearby.
To use the features, customers need to download the Blippar app to their mobile device. When they open the app and aim their phone’s camera at the A5 flyers provided in store, they will see the extra content on their screen.
Interactive content like this drives in-store shoppers to the River Island website, raises brand awareness and increases the likelihood of a social share. However, despite knowing customers will access the content via a mobile device, users are not directed to a mobile-optimised website, resulting in a poor user experience.
No comments yet