Unlocking shop-tertainment: Media richness and social presence theory in ARY’s immersive marketing

This case study explores how ARY, a pioneering French DeepTech startup, strategically deploys web-based Augmented and Virtual Reality (AR/VR), physical triggers (QR codes and Near Field Communication), and generative AI conversational avatars to revolutionize traditional product marketing. Driven by the modern consumer demand for “shop-tertainment,” the case examines the theoretical mechanisms that convert passive retail packaging into rich, interactive communication channels. By analyzing ARY’s highly successful “Grain de Glace” winter rosé campaign, which generated 60,000 digital taps and shifted 88,000 bottles, students are introduced to practical applications of Media richness theory and Social presence theory. Furthermore, the case addresses critical digital touchpoint dilemmas, evaluating how to scale customer engagement and personalization through an Information Systems lens while proactively mitigating consumer privacy concerns and psychological bottlenecks like the uncanny valley.