I'm the person in charge of marketing, so one of my key challenges with Augmented Reality (AR) is how to turn the techno-babble gobble-de-goop into words that people can understand.
When I talk to my friends about it, it usually goes something like this:
Me: "Do you remember that Tom Cruise film, Minority Report, when he waves his hands in front of those funny screens"
Them: "Oh yes".
Me: "Well we do that projection thing too, but with products like a Lego model - you can spin it around and see it from all sides. Or a TV so you can see what connectors it's got. Or you can even project a necklace onto you, so you can see if you like it before you buy it".
(All my girlfriends like that last one).
Them: "Ooh, that's clever, how is the trial going"?
Me: "Ask me in three months time".
You see, it's not necessarily easy to communicate the benefits of AR and that's one of the challenges we're going to have to overcome if we're to deploy it to the masses and make it part of an every-day shopping experience.
We're making a video which hopefully will help. In the meantime, you can have a play yourself online at Tesco and soon it'll be available in stores.