Swiss retailer Migros has enhanced its mobile app with a new Discover function, which uses Augmented Reality technology to let shoppers scan more than 5,000 products and access 2,000 Migusto recipes, 80,000 real-time product ratings on the Migipedia platform and nutritional values and further product information – with more content planned for the future.

The new Discover function was developed by Y&R Group Switzerland and its Futurecom interactive division.

Discover uses the smartphone camera to identity unique features on the product packaging and match them with the product database. Y&R claims that approach will in future make QR codes and barcodes for product identification redundant.

As soon as a product has been “discovered”, the product name appears on the smartphone screen together with options and information available in connection with the product, such as suitable recipes or ratings.

Discover has a feedback mechanism that enables the user experience to be constantly optimised.

Discover for iOS and Android, as well as the related back-end infrastructure for image editing and sample identification, was implemented by Futurecom using state-of-the-art technology, including Apple’s new programming language Swift and Microsoft’s new open-source framework ASP.NET Core. In addition to this, essential system components function in the cloud.

Alongside the development and implementation of the Discover function, Y&R Group Switzerland is also responsible for accompanying communication measures aimed at introducing Migros customers to Discover. A film has been produced with this aim in mind, as well as advertisements and various online and social media measures.

Migros is a cooperative society (the Federation of Migros Cooperatives) which is Switzerland’s largest retail company, its largest supermarket chain and its largest employer. It is also one of the 40 largest retailers in the world. It has than two million members.

The post Y&R develops unique AR app for Swiss retailer Migros appeared first on IPM Bitesize.

Y&R has appointed a new leadership team to drive network integration and accelerate growth within its Labstore Europe shopper marketing business, following rapid expansion.

The network has appointed Daniel Pownall, the founder of creative boutique Mr. Nice, to the new role of Executive Creative Director of Labstore Europe.

It has also promoted Martin Wolf, previously Labstore’s strategy chief in Vienna, to the role of Managing Director of Labstore Europe.

Pownall is responsible for co-ordinating all creative activity for Labstore across Europe and will work to build Labstore’s Madrid agency into a shopper design and communications hub for other offices in the network.

Wolf, who will continue to drive shopper strategy out of Labstore’s Vienna office, will now also be responsible for the strategic and business development of Labstore Europe offices in nine countries and strengthening relationships with key clients such as Movistar, Danone, GE Money Bank, Eroski, and BEL.

The appointments follow the launch of six Labstore Europe offices in the last six months in Budapest, Lisbon, Moscow, Paris, Prague and Vienna.

Y&R’s ambition is to build on its shopper marketing centres of excellence in Madrid and Vienna, which will serve as Labstore hubs for the region. Expansion plans include new offices in Italy, Turkey and Germany in 2017.

Labstore, which also currently has offices in Madrid, Milan and Brussels, was launched in Spain in 2008 and brings together Y&R’s extensive retail and shopper marketing experience.

Andrew Dimitriou, the President of Y&R Europe (pictured), said: “The Labstore shopper and retail offering is seamlessly woven into our broader Y&R Europe network, to deliver integrated solutions to meet our clients’ business needs. The new leadership will continue to drive brand experience management along the path to purchase for a perfect chemistry between brands, shoppers, consumers and retailers.”

The post Y&R adds to Labstore shopper leadership appeared first on IPM Bitesize.