M&S rolls out AR video for parcels

Marks & Spencer (M&S) is rolling out Hermes Play, which enables customers to access augmented reality (AR) videos on its parcel labels during the festive season.

Hermes Play allows video messages to be added to parcel labels using by using the barcode.

The technology uses AR so that the recording plays on top of the parcel itself.
The videos can be accessed throughout a parcel’s tracking, including notification emails, which enable retailers to promote their brand throughout the parcel journey.

The multinational retailer is using the technology to promote its festive jumpers to online customers and will be used on every parcel sent between now and Christmas.

Customers will need to download the Hermes App to access the video which features TV presenter Holly Willoughby.

“This Christmas, we’re utilising a range of channels to show our customers we have everything they need to make it special – from festive knitwear to PJs for all the family,” said Nathan Ansell, clothing & home marketing director, M&S. “We’re really pleased to be trialling this with Hermes, with more customers ordering online the delivery experience is only becoming more important, and we’re looking forward to hearing what our customers think of this tech.”

Lynsey Aston, head of strategic development at Hermes UK, said: “Marks & Spencer is the first retailer to take advantage of our unique product, created by the in-house Digital squad, which reflects the customer-centric style that Marks & Spencer are known for. Hermes Play enables consumers to send messages to family and friends, or can be used by businesses to target customers with commercial messages.

“Ultimately, Hermes Play’s designed to create a personal connection and make the experience of sending and receiving a parcel just that little bit more special.”

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