Curious about how Augmented Reality [AR] can transform customer experience?

Latham Australia
Date - 2023
Location - Sydney

In an increasingly digitised world, innovative technologies are reshaping how businesses connect with customers. Augmented Reality (AR) stands out as a game-changing tech, blending digital elements seamlessly with reality. Originally for gaming, AR now transforms industries, enhancing customer experiences. This piece explores AR's exciting realm, revealing how businesses can elevate interactions, leading to deeper engagement and satisfaction. From personalised products to immersive visualisation, discover how Augmented Reality is revolutionising customer experiences.


Lathams, a family-owned business established in the early 1950s, originally dealt with materials handling, power transmission equipment, roller-chains, sprockets, and custom machinery. Over time, the company shifted its focus towards the terrazzo, marble, granite, and stone industries. They introduced innovations like the Neoprene-X-Pansion Loc Strip Control Joint System, producing various products such as dividing strips, flexible expansion joint covers, safety stair tread nosings, and more.

  • Technical Integration Complexity: Integrating AR into existing Content Management System [CMS] requires compatibility with various devices, browsers, and platforms, which lead to technical challenges that might slow down implementation.

  • Content Creation and Management: Creating and managing AR content, such as 3D models and interactive elements, demands new skills and workflows. It means ensuring a streamlined process for content creation and updates is crucial.
    User Experience: If not seamlessly integrated, AR features might disrupt the website’s user experience, causing confusion or frustration among visitors. Thus, ensuring a smooth and intuitive interface is vital.

  • User Experience: If not seamlessly integrated, AR features might disrupt the website’s user experience, causing confusion or frustration among visitors. Thus, ensuring a smooth and intuitive interface is vital.


Faced with the hurdles of integrating an AR solution into Latham Australia's website CMS, 42 Interactive team devised the following solutions:

  • Partner Collaboration: 42 Interaction offer guidance on compatibility, troubleshooting, and optimisation for different devices and platforms.

  • User-Centric Design: Prioritise user experience during integration and conduct user testing to identify pain points and refine the AR implementation accordingly.

  • Performance Optimisation: 42 Interactive ensure the AR features do not slow down website performance. We optimise loading times and interactions to maintain a seamless experience, even for users with slower connections.

  • Analytics and Monitoring: 42 Interactive implement tracking and analytics tools to monitor the usage of AR features. This data can provide insights into user behaviour and help identify areas for improvement.

  • Regular Updates: Keep up with updates and improvements to stay current and offer the best possible user experience.


Below are several potential benefits of incorporating AR into Latham Australia's website CMS:

  • Enhanced User Engagement: The AR content provides an interactive and immersive experience for users, capturing their attention and encouraging them to spend more time on their website.

  • Brand Differentiation: Implementing AR showcases Latham Australia’s brand commitment to innovation and customer experience, setting it apart from competitors.

  • Boosted SEO and Traffic: AR implementations can attract attention and inbound links, contributing to improved search engine rankings and increased website traffic.

  • Data Insights: AR interactions provide valuable data about user behaviour, preferences, and engagement, which can be used to refine marketing strategies and product offerings.

  • Cross-Platform Accessibility: Custom AR solutions can be accessed across various devices, including smartphones, tablets, and wearable devices, ensuring a wider reach.

  • Improved Product Understanding: AR enables users to view products in 3D, enhancing their understanding of complex products or services.


Through adeptly tackling the challenges with strategic solutions, 42 Interactive team has successfully integrated AR into Latham Australia’s website CMS. As a result, Latham Australia is now poised to elevate customer experience and satisfaction, all while maintaining a competitive edge in their industry.

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