Every Tag Should Talk!

Screen Shot 2014-01-07 at 10.14.10 PMFrom all reports, it was a successful holiday retail season.  As we start 2014 with such momentum, it’s hard not to recognize that this year will provide us with some enlightening opportunities and application of augmented reality.

Take Under Armor for example.  They employed Google’s Lightbox ad technology to create an engaging campaign leading up to the holiday retail season.  They are elated with the results…but they limited themselves.  All interaction was web-based; social channels, web banner ads, and their site itself hosted the action.  Limiting.

Think about this…what if they had supported this effort with an additional level of interaction.  A simple step that would really create a trial-to-engagement mechanism…augmented retail tags.  Attaching interactive media content, links to the website, and videos of sponsored athletes using Under Armor themselves, all of which are accessed by scanning the clothing tag with their smartphone, provides an additional level of customer interaction, brand engagement, and personalized experience.

Screen Shot 2014-01-07 at 10.16.24 PMYou see…in retail, “Every Tag Should Talk”.  Just think of how powerful a brand can make a shopper’s experience by providing images of the garment in action, additional uses or points of differentiation, how to use those special pockets, or why the stitching prohibits wind and rain from penetrating the garment?  Seems like a great oppARtunity to us.  If you’re in retail, think about it.  With over 2.2 billion web-connected mobile devices in customer hands, there is an immense amount of interaction to be created.  Right now, those little tags show a product name and size.  Give them a chance to tell a story.  It makes sense…Every Tag Should Talk.  Give them the voice to do so.


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