26 August 2016
Pokémon GO, the smartphone gaming app that utilizes augmented reality, has gained widespread popularity—and not just amongst gamers. Retailers and businesses are taking advantage of this craze to drive players to their stores in hopes it will boost business, with a popular doughnut store in New York creating a Pokémon-themed treat called the “Pokeseed” and the Phoenix Zoo opening an hour early for a week to shuttle gamers around on the PokeShuttle, which pointed out PokeStops near animal exhibits.
Kurt Salmon Digital Partner Andy Wong points out that despite success among smaller retailers, it is challenging for larger retailers to implement strategies around the game. Additionally, he notes, the ability to draw consumers may diminish as the game loses its novelty.