Geometry Global and Blippar launch global partnership to bring AR to retail

Geometry Global has entered into a global strategic partnership with augmented reality specialist Blippar to create "augmented retail" in the physical and digital retail space.

Omaid Hiwaizi: was at Geometry Global before Blippar
Omaid Hiwaizi: was at Geometry Global before Blippar

The purpose of the tie-up is to bring added value to retail clients by "capitalizing on opportunities offered by AR", the two companies said in a statement.

While Geometry plans to gain a strategic advantage in its staff being trained to create and deliver AR content, Blippar is eyeing using Geometry’s global network to extend its reach as its platform becomes the base for more retail activations.

By the end of May, Geometry said it will have trained 60 staff on how to solve clients’ problems using AR. Training is being rolled out across departments, including creatives, planners, UX leaders and client partnership teams.

The partnership launches in the UK and will roll out in the US and Germany, which will act as a hub for continental Europe. Debbie Ellison, head of digital at Geometry UK and recent winner of Campaign/IPA Women of Tomorrow award, will lead the partnership with responsibility for global rollout.

Using Blippar’s AR creation tools Blippbuilder and Blippbuilder Script, Geometry will aim to create AR in-house that can support the shopping journey in and around retail spaces with product-specific, relevant digital content.

Both companies will also cross-refer business opportunities and collaborate on joint projects.

Omaid Hiwaizi (above), the global head of brand experience at Blippar, knows Geometry Global well having worked as UK chief strategy officer for over a year before joining Blippar in 2015.

Jon Hamm, global chief creative officer at Geometry Global, said: "This partnership provides Geometry’s clients around the world the opportunity to engage in AR marketing that makes the most impact for their brand.

"Partnering with Blippar gives Geometry a distinctive advantage in forging a link for brands in the digital and physical retail environments, creating engagement in-store, and ultimately driving a positive product experience."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).