ARの利用は、実用化が進んでいる。余り知られていないが、大手コンピューターメーカーはこの技術を利用した新しいシステムの導入を模索しているようだ。この記事を読む限り、IBMは一歩先を見ているように感じる。
概要は下記の通り...
消費者が小売店の棚の上に自分の携帯電話のカメラを向けることにより、その形状、色、および他の機能に応じて製品が認識され情報を表示する。アプリは、小売店のバックエンドコンピュータシステムから情報を取得し、画面上に関連商品やの情報をオーバーレイし新たな購買動機をつくりあげる。オフラインからオンラインへ情報を相互に関連させることで、消費者へ適切な商品をレコメンドする等、消費者のニーズを満たそうとする試みだ。調査会社によって実施した結果、スマートフォンの所有者の約半数（48％）が自分の端末から得た情報が、購入の意思決定に影響を与えたと述べている。
IBM has released a prototype of an augmented reality mobile shopping app that retailers could adopt to offer consumers a more personalised in-store experience.
A consumer can use the app by pointing their mobile phone’s video camera over the retailers’ shelves. Products are recognised according to their shape, colours and other features.
The app will then tap into the retailer’s back-end computer system to overlay information on the screen and draw attention to offers and other similar products.
Sima Nadler, retail lead at IBM research, says: “In the age of social media, consumer expectations are soaring and people want information and advice about the products they’re going to buy.
“By closing the gap between the online and in-store shopping experience, marketers can appeal to the individual needs of consumers and keep them coming back.”
Smartphone users are already helping boost sales at bricks and mortar stores, according to Deloitte.
A survey conducted in March by the research firm states that about half (48%) of smartphone owners say their phones have influenced their decision to buy an item in store.
It adds that 61% of smartphone owners that have used their devices to shop have done so in-store and 52% have used their mobile to influence their purchase decision on the way to the store.
The influence of smartphones on consumers’ shopping habits translates to about $159bn (£101bn) in forecasted sales for 2012, Deloitte claims.
(via http://www.marketingweek.co.uk/news/ibm-launches-ar-personal-shopper-app/4002487.article)
