USA: GIANT introduces augmented reality in stores

GIANT’S Snowflake Search is believed to be the first web-based application of augmented reality in this capacity by a US grocery retailer.

GIANT Food Stores is introducing a kid-friendly augmented reality (AR) experience in 15 stores in Harrisburg, Pennsylvania, area this holiday season. Customers can use their smartphones at select stores to play GIANT’S Snowflake Search, a new interactive game designed to engage and entertain children during their visit to the grocery store. The activity also offers customers the opportunity to earn GIANT Choice Rewards points.

GIANT’S Snowflake Search was developed in collaboration with Schiefer Chopshop, an Irvine, Calif.-based media and creative agency.

“As a parent, I know firsthand how challenging a trip to the grocery store can be with young children, especially during the holiday season,” said Kimberly Mack, manager of digital strategy and media, GIANT Food Stores. “Our Snowflake Search game delivers on our commitment to innovation and our promise to the families we serve by making the weekly task of grocery shopping a bit more fun for our younger customers and a bit easier for mom and dad, too.”

To play GIANT’S Snowflake Search, customers will scan a QR code on special in-store signage with their smartphones.