AR is finding its way into retail big time. This new technology, which became widely known during the “Pokémon Go” craze, helps brands connect to consumers in a truly futuristic way. By digitally overlaying images of their product as they are viewed on smartphones, consumers can learn more about the products they purchase. No longer do we walk into a wine store and simply pick up a bottle of red, pay and walk out. Instead, we now point our smart phone with its AR app at the bottle’s label and before our very eyes, we see a video and find ourselves immersed in the story. The age of “talking labels” is officially here!
19 Crimes is the first winery to use this exciting technology to engage its consumers in more than the varietal and blends and bouquets of its wines. This could herald a major new trend in our shopping experience for wine and just about everything else we buy.
The wine’s name, 19 Crimes, refers to the specific criminal acts that sent those convicted in 18th century England to a penal colony in Australia. The brand’s three wines each feature a real-life convict-turned-colonist on its label. The new AR app brings these infamous characters to life, sharing their scandalous story of rule-breaking that sent them on their long journey.
AR offers a new way for consumers to interact with their favorite brands and experience them in new ways unimagined before.