Augmented Reality Hits the Supermarket Aisles

Augmented Reality Hits the Supermarket Aisles

Add a fridge to your phone and shopping for groceries will never be the same. In-store posters will come to life, glass cows will graze near the chiller, retail mailers will become animated and product information will be just an app away. 

That’s what Fonterra Brands New Zealand’s Fresh’n Fruity, Tip Top, Anchor and Mainland brands and New World are now offering consumers through the Little Fridge app, part of the New World Little Shop promotion. It’s the latest in augmented reality (AR)* technology, a New Zealand first and it’s coming to a smart phone near you.

FBNZ Group Category Manager Carl MacInnes says augmented reality technology has been a big hit for retail brands globally over the last couple of years. He says after Kiwis download the Little Fridge app to their smartphones, shopping will never be quite the same.

“This is an untapped area in New Zealand and one with an exciting future for consumers. In 2012, Fonterra Brands New Zealand completed a Nationwide Shopper Research project to understand how people shop for their food. We’ve all had the experience of going around the aisles on autopilot, buying the same products each week.

“Shoppers told us that we had a great opportunity to make good information on products and nutrition readily available and to make the weekly shop more fun.”

The fun quotient includes the ability to bring New World’s Little Shop promotion to life on shoppers’ smart phones, with products featured in the promotion taking on a life of their own.

Foodstuffs Group General Manager Marketing Steve Bayliss says the new AR activity from Fonterra adds an exciting new element to the already successful Little Shop promotion.

“Little Fridge is the first AR experience in New Zealand and New World is delighted to be the first supermarket to offer our customers the opportunity to experience this fun and exciting new technology in store.”

Shoppers can use the app to scan New World mailers for a special AR experience and take part in the Fresh’n Fruity, Tip Top, Anchor and Mainland Treasure Hunt hidden within New World stores throughout the country. Shoppers have the chance to digitally collect four of the Fonterra Brands products via the app, putting them in the draw to win free ice-cream for a year.

Fonterra Brands New Zealand has worked with digital partner, Satellite Media, in developing this experience for shoppers, which draws on the latest in image tracking recognition software.

Satellite’s Content Director Matt McPhail said that the company was thrilled to be part of this New Zealand first.

To download the app simply text 4646 (standard text cost applies) or visit the Itunes or Google App store. For more information check out www.littlefridge.co.nz.

ENDS

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