In a move of significant innovation in the retail greeting card space, UK retailer Marks & Spencer is installing augmented reality units to sell greeting cards.
The new technology allows the recipient of the card to view a 3D animated feature via a webcam, bringing the card to life.
Given the huge success of the Hallmark sound cards here in Australia, it is clean that greeting card customers appreciate innovation.
Retail Technology has more on the M&S move:
The recipient of the card downloads a piece of software from the relevant page on the M&S website and is then able to view a 3D animated feature by holding the greetings card up to a web camera. The animation tracks with the movement of the card, so no matter which way the card is moved, the animation will rotate along in full 3D. In many cards, various scenes appear as the card is turned in different angles in front of the webcam for a range of digital experiences.
If the M&S trial works I’d expect to see units like this emerge in Australia.
Photo source: The Business Deck.