Augmented Reality

Contactless payments, click-and-collect and 3-D printing are just some examples of how the retail industry is embracing the latest technology in the hope of stopping the decline of traditional brick-and-mortar stores. In December 2013, nearly 20 percent of non-food items in the United Kingdom were bought online, according to the British Retail Consortium. In the U.S., meanwhile, suburban shopping malls are fast becoming relics, reminders of a bygone era when consumers shopped on foot and paid with cash. 

Victoria's Secret is one of a few different retailers this holiday season that's incorporating augmented reality into its own branded application for both driving sales and engagement. The retailer is using augmented reality that's been built specifically into the Victoria's Secret mobile application. Victoria's Secret is launching the new feature to work with the brand's new winter style guide catalog. "It makes total sense for Victoria's Secret to integrate augmented reality into its own app as opposed to using a third-party branded app," said Ritesh Bhavnani, chairman of Snipp Interactive.