La realidad aumentada como herramienta de innovación en marketing: “El catálogo de Ikea redecora tu casa”

Abstract

With the IKEA's new catalogues it is possible to appreciate from a mobile platform, how to use of the augmented reality in the field of the electronic marketing for several products offered by the company: from a table up to a lamp and also other articles. This is possible due to a new technology that is growing nowadays, with applications in different fields such as medicine, tourism, architecture, and thanks to IKEA, also at home. The purpose of the augmented reality applied to IKEA’s catalogue is to enjoy an experience that combines virtual and real world, by offering an overview of the products without buying them.

This paper describes how several items exposed in catalogues or in stores can be a reality thanks to a mobile device. The experience here described can be useful in social, public and non-profit organizations to optimize creativity and collective effort of innovation through a new technology with a wide range of possibilities.