Augmented reality (AR) enhances real-world views with computer-generated sensory input and is linked to mediated reality. The webcam social shopper software for online merchandising integrates AR to create interactive experiences for apparel retailers, leveraging live video feeds and social media. The increase in smartphone usage is driving AR adoption in retail, suggesting applications like store finders, dynamic advertising, and contextual customer reviews.

1. - Abhishek Sheth

2. Definition
Augmented reality (AR) is a live, direct or indirect, view of a
physical, real-world environment whose elements are
augmented by computer-generated sensory input such as
sound, video, graphics or GPS data.
It is related to a more general concept called mediated
reality, in which a view of reality is modified (possibly even
diminished rather than augmented) by a computer.
As a result, the technology functions by enhancing one’s
current perception of reality

3. Exhibit1

4. Exhibit2

7. Case1 – The webcam social shopper
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Zugara’s award winning online merchandising software, The
Webcam Social Shopper (WSS), is now available as an
official module for PrestaShop’s apparel merchants
worldwide.
The module provides PrestaShop’s apparel retailers with
immediate integration of a piece of software that turns their
shopper’s webcams into interactive mirrors, instantaneously
providing a more fun, visual and social experience.
To do this WSS uses a webcam’s live video feed, a motion
capture interface, AR and Facebook/Twitter integration to
replicate that offline moment at the rack where a young
shopper holds a dress or blouse up to herself, turns to a
friend (or the mirror) and asks “what do you think, is this
me?”

8. Live demo.

12. What will drive the uptake of
AR?
• Quite simply, the increased usage of smart mobile devices
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like the iPhone, Blackberry, Kindle, iPad etc. There is a lot of
discussion about the shift from desktop to mobile and the
prediction that in several years time e-commerce will be
dominated by mobile browsing.
The latest data from ComScore shows a 30% increase in
social networking traffic among smartphone users in the
past 12 months – so mobile is already driving social media
usage.
Research from Forrester shows that iPhone users are
more affluent than users of other smartphones, therefore
have a high propensity to respond to relevant retail offers
direct to their phone.

13. Where can it be applied for
retail?
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High street retailers can develop a Store Finder
mobile app that overlays local store information
on interactive maps – perhaps an aggregation of all
major brands would provide cost efficiency.
Dynamic contextual advertising that displays
offers and promotions based on the location and
profile of the mobile user (e.g. iPhone user gets
different message than Blackberry user) – next
step on from voucher code sites.
Serving customer reviews to mobile devices to
facilitate decision making on the move.
Dynamically generating cross and up-sell
recommendations based on scanning a barcode
in-store on your mobile phone.

14. Additional reference
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http://www.luxurydaily.com/swarovski-boosts-ecommercevia-augmented-reality-instagram-contest/