DRS Doors

Augmented reality changing the face of retail


Pokemon Go – it’s the latest mobile app to have taken the world by storm. Drawing upon the nostalgia of many a childhood, the app encourages people to get out and use their mobile phone to capture virtual Pokemon characters which have been transposed onto the real world. The augmented reality element of this technology has caught the imagination of many, with images of Pokemon in real life situations flooding both Facebook and Twitter.

However, it is important to remember that this technology is far from new. In recent years it has been adopted by retailers around the world and used grab the attention of passing consumers. Some recent high profile examples include:

  • Hugo Boss:  In December 2009, Hugo Boss teamed up with Total Immersion to create a large scale interactive reality experience in their shop windows. This three week promotional campaign tempted shoppers in store where they could take part in a game of Blackjack, with the opportunity to win voucher prizes.
  • Tesco: In December 2013, Britain’s largest supermarket launched interactive Christmas window shops at 12 of the company’s Metro stores across the country – including their branch on Regent Street in London. These augmented reality displays gave shoppers access to a number of product ranges and allowed them to scan and buy without the necessity to enter the store.
  • House of Fraser: In November 2015 the department store joined forces with Dutch augmented reality specialists Layar. To coincide with Black Friday, they launched shoppable windows at 13 of their stores – including Glasgow, Birmingham and Oxford Street in London. For three days shoppers were able to connect to the window displays using the House of Fraser iPhone app, allowing them to unlock special Black Friday deals and ‘scan to win’ features.


At DRS Doors we specialise in helping retailers maximise the potential of their shop front. With an extensive range of glass and aluminium doors from which to select, we can assist you in the creation of a shop front which is in keeping with its surroundings and a reflection of your business.

If you would like more information about any of our commercial doors, do not hesitate to get in touch. You can call us on 0845 226 2823 or drop us an email to hello@drsdoors.com.

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