Blog: Augmented apps – a fad which is becoming a reality

The Shop Direct-owned etailer used the app in its four page fashion advertorial in Fabulous magazine on Sunday. By ‘blipping’ the advertorial readers could interact with the nine Very outfits in the ad by viewing catwalk footage and clicking through to the items on the etailer’s website.

Fashion fanatics could also glimpse a behind the scenes of the photo shoot that is featured in the ad. Very head of marketing Dan Rubel said that the app has refined the concept of augmented reality as customers are no longer shackled by the need to hold mobile devices still over the an image to view video content.

The etailer, which gets almost a third of its traffic from mobile, knows that its customers like to browse and buy on the move and augmented reality helps customers make more informed decisions about which clothes to buy.

Very plans to test further augmented reality and mobile functions before the end of the year before deciding which elements to build to its content marketing strategy in 2013.

With big players like Shop Direct integrating it into their future plans, it seems that augmented reality is not a fad but here to stay.