M&S Introduces AR

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Marks and Spencer is among the first to bring augmented reality to the UK high street.
 
Augmented Reality technology allows characters on the card to be brought to life on a computer screen in a 3D animation, which is accompanied by music. When the card is held up to a webcam, the computer reads a code that is hidden within the 2D card design to create a 3D animation on screen. This is demonstrated in-store at terminals next to the card stands.
 
In order to view the card, the recipient needs to log on to a special website and follow the instructions printed inside the card. If customers get into difficulty, a customer helpline is also provided to guide them through the process.
 
The range includes three card designs with different animations, priced at £3.50 each, and a plush toy dog which costs £7.50. The cards have been introduced at 15 stores in the UK. In these stores, there are promotional displays where customers can experience the augmented reality set up for themselves.
Nick Jones, Director of Home at M&S, commented, “M&S is proud to be the first to bring Augmented Reality to the high street in our new range of birthday cards. This move shows how we continue to embrace the newest developments available and make them accessible to our customers across the UK.”