Online retailer Littlewoods.com is enhancing its printed customer magazine with the inclusion of augmented reality content.

Working with augmented reality specialists Aurasma, the retailer has developed its first interactive editorial for the April edition of New Things, the brand’s bi-monthly magazine.

When an Aurasma-enabled iPhone, iPad or Android device is pointed at an image of Laurence Llewelyn-Bowen, the app enables customers to view a behind-the-scenes video of the designer introducing his new range of homewares.

Owner of Littlewoods.com, Shop Direct Group, now plans to to introduce augmented reality content across its brand portfolio, which also includes Very.co.uk and isme.com.

Group retail director at Shop Direct Group, Gareth Jones, said: “Developing our augmented reality offering in conjunction with Aurasma is the next step for us in adding further value to our customers’ shopping experiences. Bringing our printed publications to life with exclusive and interactive video content will help us to drive further cross-platform engagement with our brands and to increase traffic and conversion.”

Managing director at Aurasma, Martina King, added: “Littlewoods.com has used Aurasma to bring images of Laurence Llewelyn-Bowen from printed page to augmented life – it’s a fabulously creative application and we look forward to seeing how the team and the other Shop Direct Group brands use Aurasma to reach their customers in the future.”

WH Smith has described its performance as resilient during the Christmas shopping season and said that profit was in line with expectations.

In a trading update covering the 21 weeks to 21 January 2012, the book, newspaper and stationery  retailer said total sales were down 3% with like-for-like sales down 5% in the period.

In the group’s High Street division total sales were down 5% with like-for-likes down 6%. Excluding Entertainment, like-for-likes sales were down 4%. However, gross margin improved in the period and costs were tightly managed.

In  the travel division total sales were up 2% with like-for-like sales down 3% in the period. The group said its  new store opening programme was “on track” as it  continues to identify further opportunities for growth both in the UK and internationally.

Commenting on the results, Kate Swann, group chief executive said: “During the period we saw a resilient performance in challenging trading conditions. Gross margin was in line with plan and costs were tightly controlled.

“Over the past six years both businesses have consistently increased profits and the Group is now well balanced between Travel and High Street. As a result of this, the months of November and December now represent less than half of annual Group profit compared to over 90% of Group profit six years ago.

“Looking ahead, we expect the trading environment to be challenging however we have planned accordingly and continue to be confident in making further progress in the year.”

(Source: www.theretailbulletin.com)