Dulux augmented reality mobile app allows consumers to revisualise walls

paint visualisation app works across smartphones and tablet devices and also includes education content and ecommerce capabilities

AkzoNobel visualizer augmented reality mobile app
AkzoNobel visualizer augmented reality mobile app

Dulux parent company, AkzoNobel, has brought mobile interactivity and repainting walls together with a new augmented reality (AR) app that allows consumers to dynamically re-colour walls using their mobile device.

The free Visualizer mobile app was developed by UK computing company, String, in partnership with AkzoNovel, Tessella and Webcredible, and employs AR to give consumers the ability to re-colour their walls as they move about room with a mobile device. As well as choosing, storing and viewing colours and colour schemes, consumers can use the app to save screenshots and share these with friends.

The app also shows users their nearest store, features ‘Dulux Masterclass’ educational video content, and has integrated ecommerce capabilities so consumers can order and deliver paint testers and stock online.

The vendor claims it is the first time a global paint brand is providing an AR tool to consumers. The app is now available on Google Play and Apple App Store in 40 markets excluding the US, in 28 languages and across 25 of AkzoNobel’s paint brands including Dulux, Flexa, Nordsjo and Coral. It works on both smartphones and tablet devices.

Related: Augmented reality: What do businesses need to know?

“We’re very proud to lead the industry by providing this ground-breaking tool for consumers, and we’re excited about our partnership with String moving forwards,” said AkzoNobel’s head of digital operations, Stewart Longhurst, in a statement.

He added String’s ability to invest in the necessary core technologies needed for the challenging project were vital in making this kind of dynamic mobile consumer strategy a reality. To handle the diverse range of room environments and lighting conditions in consumer homes, as well as isolate walls from household objects such as TVs and furniture, String researched and developed a series of bespoke algorithms to analyse and process live video from a device camera.

It also needed to be able to first measure ambient lighting conditions in the room, so that when the ‘paint’ is applied, shadows and subtle variations are retained. Customer software was then written to process position and orientation data using the mobile device’s hardware sensors, while tracking was included to remember walls that had previously been painted during an app session.

String director of product, Paul Skidmore, claimed the partnership was a prime example of how technology could provide real-world benefits to consumers. The vendor pointed out the app will help AkzoNobel shorten the sales cycle thanks to integrated ecommerce capabilities, as well as strengthen the brand profile of its paint products globally.

“The capability to choose real paint colours, and then preview them live on your own walls, will, we hope, remove some of the risk that consumers might worry about,” he commented.

“AkzoNovel’s uncompromising vision for the project required us to break new ground in this field; what you see today represents a first step towards that vision, and we’re looking forward to the advances our ongoing research and development will bring to future versions of the product.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in