DRIVING CUSTOMER ENGAGEMENT WITH AUGMENTED REALITY AT TESCO Question 1 Not yet answered Morked out of 20.00 Flag question The Problem Businesses are constantly searching for new products and services that can be used to recrult and retain customers. These products and services can be used to grow profits or act as "loss leaders to bring customers into the store. Grocery stores are very price competitive, especially in more mature economies such as Britain. Tesco is a world leading retailer of groceries and other goods with locations in 11 countries. Britain is one of the company's primary markets, and competition in the market is growing. These changes are being driven primarily by the growth of discounters such as Aldi and Lidi. With these competitors focusing of price competition, it is becoming more important for more traditional retailers such as Tesco to build store traffic by offering unique goods and services, Disney is global entertainment and media brand well known for their movies, television programs, resorts, and products. One of Disney's most recent animated features was the movie Frozen, which earned over $1.2 billion worldwide since its release in 2013. The movie and its characters still enjoy a strong popularity with fans, especially children The solution Tesco has identified the need to create unique promotions to drive traffic to its locations and brokered a partnership with Disney to help create a unique offering that was meant to showcase new augmented reality technology deployed by Engine Creative (2016). The store provided the opportunity for customers to receive a free sticker folder and stickers related to the themes and characters in the Frozen movie. Using the free Tesco Discover Augmented Reality app.customers WIU Services Os Ticket system My Dispense Academic Calendar My courses (4) brokered a partnership with Disney to help create a unique offering that was meant to showcase new augmented reality technology deployed by Engine Creative (2016). The store provided the opportunity for customers to receive a free sticker folder and stickers related to the themes and characters in the Frozen movie. Using the free Tesco Discover Augmented Reality app, customers were able to interactive with the stickers through different 3D scenes, Additionally, the app is designed to take interactive selfies with their favorite Frozen characters (youtube.com/watch? v=POZq8YFmiWk). The Results The promotion was a success on multiple levels. First, it drove significant traffic into stores, and supplies of stickers were exhausted in many locations. Second, the promotion drove significant downloads of the Tesco Discover Augmented Reality app. While the app was initially used for the Frozen promotion, it also contained a number of additional augmented realty functions designed to be used on an ongoing basis. These features included enabling shoppers to discover great videos of their favorite recipes, Scan-to-Shop gift guides, magazines and catalogs, enter exclusive competitions, and play a range of interactive games that can only be accessed by scanning Tesco products and publications b Sources: Based on Creative Engine (2016) and Telegraph (2017). Services OS Ticket system My Dispense Academic Calendar My courses The Results The promotion was a success on multiple levels. First, it drove significant traffic into stores, and supplies of stickers were exhausted in many locations. Second, the promotion drove significant downloads of the Tesco Discover Augmented Reality app. While the app was initially used for the Frozen promotion, it also contained a number of additional augmented realty functions designed to be used on an ongoing basis. These features included enabling shoppers to discover great videos of their favorite recipes, Scan-to-Shop gift guides, magazines and catalogs, enter exclusive competitions, and play a range of interactive games that can only be accessed by scanning Tesco products and publications. Sources: Based on Creative Engine (2016) and Telegraph (2017). Tesco, Disney Frozen and Engine Creative have teamed up to deliver a new digital twist on the traditional sticker book collection with Augmented Reality magic. Launching this weekend (the 22nd of November) in Tesco Extra stores, shoppers can pick up a free Disney Frozen sticker folder and free stickers while stocks last. Using the Tesco Discover Augmented Reality opp, Tesco customers can then relive the magic of the Frozen movie and bring the stickers to life on their mobile or tablet device. Each sticker enables Frozen fons to explore a different 3D scene from the highest grossing animated film of all time as well as access a range of By video content w the stickers to life on their mobile or tablet device. Each sticker enables Frozen fans to explore a different 3D scene from the highest grossing animated film of all time as well as access a range of video content Take your own Elfie-Selfie with Tesco Discover Tesco customers and their kids!) can also have a selfie taken with their favorite Frozen character. A different character to have your selfie taken with is unlocked on each sticker, with innovative face tracking technology used to customize the selfie with a suitably Christmassy accessory, from reindeer antlers to an elf hat The Frozen Augmented Reality campaign has been promoted online and across social media channels with customers getting excited already Tesco customers can continue to collect the Frozen stickers each week in the build up to Christmas and use the Tesco Discover app to bring the stickers to life. Augmented Reality magic = greater consumer engagement The Tesco Discover Augmented Reality app enables shoppers to discover great videos of their favorite recipes, Scan-to-Shop gitt guides, magazines and catalogues, enter exclusive competitions and play a range of interactive games that can only be accessed by scanning Tesco products and publications using the Tesco Discover opp. The Tesco Discover logo is now on products, publications and in-store and the Tesco Discover AR app is becoming the natural bridge between the real and digital worlds for thousands of Tesco customers. This latest Augmented Reality (AR) experience for Tesco and Disney has been designed and published by leading AR creative ogency, Engine Creative. From developing the initial app in early Delen Online Services Os Ticket system My Dispense Academic Calendar My courses (4) # a Tesco products and publications using the Tesco Discover app. The Tesco Discover logo is now on products, publications and in-store and the Tesco Discover AR app is becoming the natural bridge between the real and digital worlds for thousands of Tesco customers. This latest Augmented Reality (AR) experience for Tesco and Disney has been designed and published by leading AR creative agency, Engine Creative. From developing the initial app in early 2013 through to creating a range of AR experiences for Tesco customers, Engine Creative is working in close partnership with Tesco and its brand partners to deliver engaging and useful content to shoppers on their mobile and tablet devices. To experience the Disney Frozen Augmented Reality experience download the Tesco Discover app for free and grab a tree Frozen sticker folder in any Tesco Extra store. Questions Q1. Briefly discuss the issue in hand explaining the need to compete in areas other than price competition? 02. Discuss the issue solution and explain: 1. Why would Tesco partner with Disney to drive traffic to its locations? 2 Why did Tesco use an expended set of features beyond the promotion) in its app? 3. Do you think augmented reality applications can help Tesco differentiate itself? 5 Tesco products and publications using the Tesco Discover app. The Tesco Discover logo is now on products, publications and in-store and the Tesco Discover AR app is becoming the natural bridge between the real and digital worlds for thousands of Tesco customers. This latest Augmented Reality (AR) experience for Tesco and Disney has been designed and published by leading AR creative agency, Engine Creative. From developing the initial app in early 2013 through to creating a range of AR experiences for Tesco customers, Engine Creative is working in close partnership with Tesco and its brand partners to deliver engaging and useful content to shoppers on their mobile and tablet devices. To experience the Disney Frozen Augmented Reality experience download the Tesco Discover app for free and grab a free Frozen sticker folder in any Tesco Extra store. Questions Q1. Briefly discuss the issue in hand explaining the need to compete in areas other than price competition? Q2. Discuss the issue solution and explain: 1. Why would Totoo partner with Disney to drive traffic to its locations? 2. Why did Tesco use an expended set of features (beyond the promotion) in its app? 3. Do you think augmented reality applications can help Tesco differentiate itself? Parah 1 HIT 111