Augmented Reality in retail: Pick n Pay
Pick n Pay wanted to reimagine Easter by moving beyond standard in-store promotions. The goal was to delight families, attract shoppers across all age groups, and boost foot traffic during the holiday season. At the same time, the brand wanted to explore how augmented reality in retail could create an immersive and memorable experience while capturing valuable first-party data for future personalization.
The Approach:
designed a web-based AR experience that turned the Easter egg hunt into a modern digital adventure. Using their mobile devices, shoppers could scan and discover hidden virtual eggs placed throughout Pick n Pay Hypermarkets nationwide. The activation was simple, with no app download required, ensuring frictionless participation and instant engagement.
Each egg revealed digital surprises that unlocked real-world prizes, blending gamification in retail with playful interaction. The experience not only entertained but also encouraged shoppers to stay longer in-store, driving higher dwell time and brand engagement. With a prize pool of R500,000, excitement quickly spread across the country.
The Results:
The one-day Easter Egg Hunt generated impressive participation and turned stores into buzzing hubs of activity. Families shared the experience online, amplifying its impact and creating organic festive buzz.
Significant increase in store visits and dwell time
Thousands of participants engaged in real-time
Strong social sharing extended reach beyond the retail space
First-party data captured for future loyalty campaigns
By bringing augmented reality in retail to life, Pick n Pay successfully elevated a seasonal tradition into an innovative brand activation. The campaign proved how immersive AR experiences can surprise, delight, and deliver measurable results for retailers.
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