IKEA is making a big deal out of their enhanced 2013 catalog. Watch the video to see how they implemented augmented reality.
Will the extra content get more sales? Does it show customers how to build the furniture and increase customer service/satisfaction since everything has to be put together? Can the app show you what the furniture will look like in your own room?
As you can imagine, there are more questions than answers. IKEA should be measuring conversions, customer satisfaction, social sharing, etc. Only then, can the retailer know if the impact was worth the added costs.
Whether it is augmented reality, mobile barcodes, digital ad spends, or the next buzz worthy trend, planning and strategy come before implementation.