AR

The week in martech: Oracle’s tech stack, image tracking & overhyped blockchain

Welcome to The Week in Martech, a new column in which we round up some of the most interesting developments from the world of marketing technology over the past week.

This week, cloud-based software platform Oracle wants its clients to know that its tech stack is not a 7-Eleven (but it’s happy to help them make a chocolate cake), and the blockchain hype in advertising is starting to lose momentum.

How Zara is using in-store tech to improve its frustrating shopper experience

Last year, a particularly frustrating experience in Zara’s Oxford Street store lead me to write this article, praising retailers who – in contrast to the Spanish retailer – typically excel when it comes to their in-store customer experience.

Since that time, it appears Zara has undergone quite a few changes, largely through an increased investment and focus on technology.

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How publishers are using augmented reality to bring stories to life

Print sales might be on the rise, but that does not mean publishers are turning their backs on digital content altogether. 

While pop-up books used to be the only way to make reading an interactive experience, the rise of augmented reality means that publishers are now able to bring stories to life in a whole new way. 

Star Wars uses AR experiential campaign to drive people in-store

In mid-December, the latest Star Wars movie, Star Wars: The Last Jedi, will make its theatrical debut.

The stakes are high for Disney, which purchased Star Wars creator Lucasfilm for more than $4bn in 2012. The movie industry, like so many others, is changing (or being disrupted if you prefer) and blockbuster hits are increasingly important to studios, even one as blessed as Disney with strong franchises.

Gatwick airport introduces AR navigation to help travellers pre-flight

While many airline brands are improving the customer experience in-flight, it is the part before boarding the plane that many passengers usually find the most stressful.

Good news from Gatwick then, as the airport announces that it is to introduce ‘augmented reality wayfinding’, powered by its recent installation of 2,000 indoor beacons.

How WAH Nails is using VR to enhance the salon experience

Trying to decide what colour to paint your nails is up there with all the other crucial, life-and-death decisions we face in life. Like choosing a pizza topping or a new Netflix series.

Trust me, this dilemma can actually be a pretty big problem for beauty salons. After all, the slower a customer makes a decision, the less time there is left in a day to squeeze in extra appointments.

What do Facebook’s new VR and AR platforms mean for marketers?

At Facebook’s F8 2017 event, the unveiling of augmented reality (AR) and virtual reality (VR) technology caused quite a stir.

Whilst the AR features showcased are mostly still in private beta, the VR stuff is out there now, though admittedly available to a more limited audience of Oculus Rift owners.

In this article, I’m going to look at some of the key functionality and what it could mean for marketers.