M&S deploys Hermes Play

The tech allows videos to be played on parcel labels using augmented reality that can be accessed by downloading the Hermes App.

For retailers, Hermes Play adds a commercial opportunity to parcels, as the promotional videos can also be accessed throughout the parcel’s tracking, including notification emails, enabling retailers to promote their brand throughout the parcel’s journey to its end recipient, and ultimately drive website traffic through to purchase.

M&S is using the tech to promote its festive jumpers to its online customers who receive next day delivery from Hermes – and the technology will be on every parcel sent between now and Christmas. By downloading the Hermes App, customers will be able to see M&S’s festive video fronted by Holly Willoughby, where she shows off a range of Christmas knitwear.