House of Fraser has used augmented reality technology to create shoppable windows for Black Friday promotions at its stores in the UK and Ireland.
The retailer has worked with AR specialist Layar, part of the Blippar Group, to provide the functionality via its IOS mobile app.
The ’scan to explore’ feature is triggered by scanning window vinyls, allowing shoppers to browse and purchase Black Friday deals and avoid queues in store.
Black Friday ‘angels’ will be on hand on November 27 to explain the technology at 14 of the retailer’s top store including Glasgow, London’s Oxford Street, Manchester, Belfast and Dublin.
“The event is a natural next step for HoF on the path of setting trends in digital retail following previous trials of their app’s Augmented Reality features earlier this year,” said Hsio Ling Hee, head of custom solutions at Blippar.
“The combination of the offline event usually occupying the physical side of the consumer’s attention, with bringing the feel of the brand and products in their hands through their phones allows for a higher engagement and total immersion into the HoF brand.”
House of Fraser is launching its Black Friday promotions in stores and online at 5pm today, with up to 50% off selected lines across all departments until November 29.