Leave it to the toy business.
People like James Cameron, Mattel, and Lego, experience artists by definition, are quickly picking up on, and beginning to lead, the efforts to actually implement, rather than just talk about, augmented reality at retail.
There are some really innovative packages and POS displays beginning to show up.
Yesterday I wrote a short piece about the continuing use of augmented reality at retail. And in response, my friend Dennis, of the blog truly deeply/madly, alerted me to Lego’s new and really amazing interaction of packaging and point of sale, as shown below.
But there are other toy companies involved in this as well. Mattel has a new line of Avatar toys demonstrated below by James Cameron.
The fascinating thing to me will be watching how more traditional consumer product companies begin to use this technology.
Imagine walking into the cheese aisle, lifting up a package of brie, and watching a demonstration of how to integrate this item into a cocktail party menu.
Or wandering into the makeup aisle, lifting up an eye shadow, and not just being able to watch an actual demonstration of its use, but getting a recommendation on a complete facial care regimen, live and customized for you in the store.
Or going to the fresh produce aisle, picking up some lettuce and being able to learn where it came from, who grew it, how to use it in a salad, some suggestions for dressing options, and finally getting some recommendations on other menu items based on what you already have in your cart.
For retailers this offers some very engaging new “sales through experience” opportunities within the store.
For consumer product companies the brand building and cross-sell opportunities are endless.
And for the consumer it promises an integrated shopping experience that can enhance anyones lifestyle.
Very exciting stuff!