Saturn customers can now try out shopping with augmented reality


How about chasing Pokémon Go monsters right across town, testing which TV looks best in your living room, or even trying on new clothes without having to go into the changing room? Something which only recently still seemed like science fiction has now been made possible – by augmented reality.

In early May 2017, Saturn will be taking its grand ‘HoloTour’ on the road to present this brand new technology in selected stores. Customers will be able to explore a new shopping experience in augmented reality via Microsoft HoloLens. Running until the end of July, the HoloTour will stop off at 20 Saturn stores in German cities.

“During the HoloTour, once again we’re enabling Saturn’s customers to experience innovative technology,” declared Martin Wild, Chief Digital Officer of the MediaMarktSaturn Retail Group. “We’ll be showing our customers the fascinating possibilities offered by augmented reality and providing a glimpse of tomorrow’s far more personalized shopping. Moreover, we’ll be finding out how our customers interact with the new technology.”

Mixed reality
Like virtual reality, augmented reality also requires a special headset. For Saturn’s demo tour, the HoloLens developed by Microsoft will be used. Furthermore, the HoloLens can also play back acoustic elements such as language, music and other sounds. The result is a striking blend of real and augmented reality – or mixed reality.

Product demonstrations by Paula the avatar
The new technology will be demonstrated to customers during a guided tour of a real Saturn store, during which three new items from Saturn’s product range will be shown. After a brief introduction, customers can see a virtual figure named Paula via Microsoft HoloLens. Paula will march ahead of them through the store and can speak, too. She will escort them to the three products and explain them in detail: the new Samsung S8 smartphone, the Microsoft Notebook Surface Pro 4 and Dyson’s Big Ball Allergy vacuum cleaner. As soon as the customer has reached the area where the actual product is on display, the HoloLens will additionally flash up additional, graphically processed information. At the same time, they will hear Paula talking about the product. At the end of the tour, customers return the HoloLens and if they like will also be given a souvenir photo.

To find the exact times and dates of exhibition, you can visit


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Saturn customers can now try out shopping with augmented reality