Digital retailer Argos is to launch its first ever interactive and digitised paper catalogue for the smartphone and tablet generation.
The technology, which will be introduced in the North East on 27 July on a trial basis, uses image recognition technology from Blippar to bring improved choice and product information to smartphones and tablets users.
The augmented reality company, which has generated more than 2.7 million downloads worldwide so far, enables customers to scan any interactive page and recognise any ‘blippable’ page to launch more product choice and information, how-to guides and demonstration videos and competitions on their device.
Bertrand Bodson, Digital Director at Argos who was hired earlier this month from Amazon, said the company has been “able to build a bridge between our traditional physical publication and the digital world.”
He added: “The technology allows us to ‘springboard’ users from the catalogue to our extended range online, where they can find even more choice and Check & Reserve and purchase products. It’s about creating a more interactive and joined up shopping experience for our customers and we’re very excited to see how they respond.”
Jess Butcher from Blippar, said: “This is a hugely exciting opportunity for us to work with such a national institution – a much-loved family brand synonymous not only with value, but technical innovation.”
The results of the trial will inform Argos’ wider transformation strategy announced in Autumn 2012.