In a bid to respond to the ever evolving needs of consumers in the convenience sector, Barry Group have added an innovative feature to their marketing activity. After identifying the aging demographic of consumers interacting with promotional leaflets in their traditional form, they tasked themselves with identifying a way to further attract Millennials and Gen Y to make sure that they were offering an engaging customer experience, without alienating the usership of their traditional customer. Throughout both of their Costcutter and Carry Out brands, their promotional leaflets now come to life through the use of augmented reality. This affords Barry Group the opportunity to integrate digital information with the user’s environment in real time.
Through the medium of an app called Layar, customers hover their phone over the promotional leaflet and hidden content appears on their phone screen. This content comes in the form of imagery, videos, digital links further advertising brands and their retail offering. To activate this content there will also be vouchers and competitions which will only be visible to the consumer by implementing the augmented reality function.
Speaking on their new marketing activity, Jim Barry Managing Director said “We are delighted to be pioneering the use of augmented reality on our promotional leaflets in the convenience sector. We believe that it is so important to integrate technology into a modern day offering in order to make sure our brands are relevant in the consumers eyes. We are excited to see this take our Costcutter and Carry Out brands to new levels.”
