Augmented reality for retail marketing communication.

Augmented reality mixes a virtual element with reality. Augmented reality is used many years for retail marketing communication to enhance brand experience and to engage customers. AR enables immersive marketing and improve customer engagement. Augmented reality can be utilized through 4 paradigms, which are active print media and packages, magic mirror, bogus window and geo-layer. Content, users, target audience, bystanders and background are five issues which are basic ingredients of optimal AR-campaign. Advanced computer vision and a huge dataset are needed for example in clothing retail. AR-systems create new challenges for security and privacy that should be solved before systems will be widespread. Different variations of AR can be realized by different development platforms. Active print media and packages can be realized by AR browser platform or custom-made. Other paradigms can be realized custom-made.