“Augmented reality” (well, sort of): How not to use techology in advertising

Got this email from Boucheron today (very high end fine jewelry, for those of you not familiar with them), titled “Enjoy a unique experience with augmented reality‏“.

It sends you to the website, where you can “try on” the jewelry using your web cam and a paper ring or watch you download, print out, cut out and then “wear”. When you hold your arm up to the web cam field of view, it superimposes the jewelry on the screen so you appear to be wearing it.

It’s klutzy (how many steps does it take again??), and an incorrect usage of the term “augmented reality”, but at least they are trying to be creative about how to make a user experience where a consumer can actually interact with their products (OK, that’s me attempting to be positive).

I know first hand that jewelry is a tough sell (I also own a jewelry brand); it’s an emotional product, and very difficult to sell without actually being able to try on the product. I’m guessing this is where their impetus to create a way to “try on” the jewelry is coming from.

But to be honest, it strikes me as very “web 1.0”. I mean, print out paper template, find scissors, cut out template, find tape (lordy I’m bored already), have working web cam…you get my point. My guess is that this won’t actually be a very useful tool for selling Boucheron (and we’re talking EXPENSIVE!) jewelry here.

It’s really just a sad, half step towards appropriating some of that wonderful virtual world technology…how come it hasn’t taken off in more commercial applications yet?

But the saddest part is, they undoubtedly spent a lot of money making this work, and when it is unsuccessful (if they’ve defined “success” at all) they will blame the medium and probably say to themselves “See? I told you the internet isn’t the right way to sell high end jewelry.

I applaud their willingness / effort – really I do. But am wondering why they decided to spend this much money on a microsite/app (a destination one at that, meaning you have to go the website to use it) for a product that by sheer price point, let alone category, is a highly niched product. You’re shooting a very wide range of bullets in the hope that one of them will hit something, so to speak. Can’t help but thinking there would have been a more targeted, effective way to spend that money.

2 Replies to ““Augmented reality” (well, sort of): How not to use techology in advertising”

  1. Oooh! maybe I can print out a pattern of that blouse I want to order. Cut out the paper and tape it together, so I can make sure the sizing is right!

    Seems like if I were going to spend that kind of dough I’d want more than paper, unless it’s a 1st anniversary…

    Like

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