That decline is larger than the multichannel retailer’s overall 5.8% sales decline.
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Fathead promotes the app in a box on the responsive site and in product packaging. “Any time we ship products to a customer we include the target and instructions so when they get their Fathead they get the sheet with the target on one side and instructions on where to go for the app on the other side,” Layne says.
Augmented reality is about previewing products, it gives a consumer context, Smith says. “It’s one thing to see something on a page in a catalog and another to see it in your house,” he says.
To purchase a graphic, the app sends the consumer to the responsive site. Commerce within the app may come later. Layne will not reveal exact usage figures for the app, but says the tens of thousands of people who have downloaded the app are using it.
“We wanted to see how many downloads we would get first and what kind of usage it got. Phase two would include commerce if we decide to take that route. It’s been used a lot, but it’s not a big driver of commerce,” Layne says. “We didn’t know whether it would be or not, but that wasn’t why we did it. We wanted to engage people and get them to socially share it. To secure the ongoing resources to maintain the app, it will be a combination of how many downloads, how many social shares, and revenue associated with it. The app is less than a year old; we’re still learning about it.”