Argos is launching catalogues that guide shoppers to interactive content on their smartphones as it continues on its multichannel march.

The retailer has been ploughing investment into its digital offer over the past year and a paper catalogue, which uses image recognition technology, is the latest step in its journey.

The retailer is using technology from Blippar to convert static images into interactive content on smartphones in the catalogues in the UK this weekend.

It means users can point their phones at images in the catalogues to receive more information on products, such as how-to guides, demonstration videos and competitions.

Users can also use the image recognition technology to go straight to the Argos website where they can reserve products to pick up in-store or order online.

The new catalogue has a page explaining the technology and the relevant product pages will have the Blippar icon to signal to shoppers that the Blippar app – which is free to download – can be used.

Argos digital director Bertrand Bodson said: “Using Blippar’s image recognition platform, we’ve been able to build a bridge between our traditional physical publication and the digital world.”

He added the technology will also give access to a wider range of relevant products. “The technology allows us to ‘springboard’ users from the catalogue to our extended range online, where they can find even more choice and Check & Reserve and purchase products. It’s about creating a more interactive and joined up shopping experience for our customers and we’re very excited to see how they respond,” Bodson said.

Via Retail Week