The idea was to use image recognition and augmented reality technologies to identify products by the packaging and make them interactive. Using the smartphone’s camera, the mobile app “Discover” recognizes over 10,000 products directly from packaging and delivers more than 4,000 recipes and 90,000 consumer reviews from various media channels in augmented reality. In this way, the app bundles all of the Migros platforms directly on the product, turning it into a communication channel. The mobile app “Discover” fulfils the consumer’s expectation on product transparency, engages shoppers and considerably improves the brand experience in store.

“Discover” is an easy-to-use app and greatly intuitive, therefore the design is reduced and straightforward. The app is directly connected to the smartphone’s camera and shows various information about – and inspiration around – a product in augmented reality after it has been scanned. It uses Apple’s new programming language Swift as well as Microsoft’s open-source framework ASP.NET Core. Additionally, all core components of the system are cloud-based.

The widespread national and international media coverage – with a reach of 5.2 million in a country with a population of 8.2 million as well as 20,000 scans a day – has strengthened the product’s position. It also saw a 45% increase in mobile traffic on the evaluation platform Migipedia. Recipes were accessed for one out of every five grocery products sold. One out of ten retailer app users use the app to scan the products.

“Discover” allows users to access product information and offers inspiration right at the point of sale – it is revolutionizing the shopping experience.