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IBM to pitch augmented reality as a retail sales aid

Joab Jackson | July 2, 2012
As part of the company's Smarter Commerce marketing effort, IBM is investigating the possibility of using augmented reality (AR) to help retailers provide more product information to their customers, as well as to gather more information about customers.

"We have found in our research that consumers have a huge open-mindedness about sharing information about themselves if they get something of value back," Puleri said.

IBM is working with a number of clients to test the mobile application and associated software, though it has not discussed when it would commercially offer the package. It could represent a large market for IBM, though. In-store shopping still accounts for more than 92 percent of all retail volume, according to Forrester Research.

The company also has no plans at present to release the mobile app as a stand-alone technology, which was first developed in a company lab in Israel, or use it as part of a retail-wide standard. This solutions-based approach "gives the customer to the first right to market. It will give them a competitive advantage," Puleri said.



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