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Our Interactive Magic Mirror System was used to carry out the experiment¹ by Rico Manß and Prof. Dr. Manfred Kirchgeorg. This experiment was published in Marketing Review St. Gallen and it is the part of the article, called “Kundenbindung durch crossmediale Integration-Die Offline-Online-Integration am Beispiel eines Magic-Mirror-Experiments”.
University of St Gallen is ranked first in the world according to Masters in Management Ranking by Financial Times² and it is one of the top 50 universities in the world based on QS World University Rankings by Subject 2025: Business & Management Studies³.
We collaborated with HHL Leipzig Graduate School of Management throughout this case study and publication. HHL is among the oldest business schools in the German-speaking world (Germany, Austria, Switzerland, Liechtenstein, Luxembourg) and it is among top 5 universities worldwide in terms of graduate’s salary, alumni network, and careers service according to the Financial Times Master in Management Ranking⁴.
We start with the definition of the Magic Mirror before delving into the insights of the experimental study. Alongside Magic Mirror definition, this blog article highlights the implementation of the study, its results, key recommendations, summary, and our solution.
What is a Magic Mirror?
Since the experiment was conducted with Magic Mirror technology, it is necessary to describe this unique term and its functions.
Magic Mirror is the screen at the point of sale (POS) that allows two-way communication between the consumer and a digital medium. They collect visuals and sounds through sensors, and determine characteristics such as gender, age, emotion, or wearable items through algorithms. This information is then used to create both interactive and personalized communication with the consumer.
After underlining the key features of Magic Mirror innovation, we proceed with the experimental study where SENSAPE Magic Mirror solution was executed.
We would be very pleased to discuss how AR Mirror Solution can be integrated into your projects to maximize the captured attention. Let’s talk about the possibilities: SENSAPE contact form
Experimental Study
It is important to identify the study in four parts which are introduction, results, key recommendations, and summary.
1. Introduction:
As the first part, we present how the experiment was executed along with our Magic Mirror system.
In this experimental study, a Magic Mirror from SENSAPE was tested in a physical retail setting. The screen at a supermarket entrance determined age as well as gender and commenced a personalized interaction. An augmented reality (AR) solution showed the customer’s reflection with speech bubbles and product information, building a digital product dialogue.
Based on the above implementation, it is also significant to emphasize which findings obtained as a result of the experiment.
2. Results:
After observing the study, three substantial outcomes were achieved and these outcomes are stated below:
• 71% of visitors engaged with the installation.
• Items advertised through the Magic Mirror reported up to 198% average sales growth versus the period with no advertisement, 129% average sales growth compared to classic flyers.
• For single products, the sales impact was up to 204% versus without advertising, 119% compared to flyers.
The experiment indicates the significant potential of AR Mirror technologies in terms of boosting sales and retaining customers.
Based on the above research findings, we continue with the key suggestions by the academics who carried out the study.
3. Key Recommendations:
Researchers specify three key recommendations for the businesses after analyzing the above findings. These recommendations are as follows:
• Outline the desired customer journey for particular target groups to select the right channels.
• Apply cross-media integration technologies strategically by prioritizing stages where customers tend to switch channels.
• Make integration, especially data integration, to enable tracking and optimizing the customer behavior between channels.
Together with the introduction, results, and key recommendations parts, it is also significant to summarize the insights from each part.
4. Summary:
In this last part of the report, we provide a summary to consider regarding the experimental study in this section.
The increasing number of channels and touchpoints offers customers more freedom to switch providers and channels during the purchasing process. Innovative tools, especially cross-media integration technologies, provide companies the opportunity to accompany customers during these transitions and avoid loss of customers.
SENSAPE Magic Mirror experiment presents the game-changing potential of such technologies. For successful implementation, companies should:
• Identify their target group,
• Choose suitable tools, and
• Measure impact and data integration.
This way, cross-media integration can play a differentiating role in enabling a connected and consistent cross-channel experience.
In the last part of our blog article, we deliver information regarding SENSAPE’s Magic Mirror which is part of the experimental study.
Magic Mirror Powered by SENSAPE
We conclude our article by specifically pointing out our Magic Mirror Solution along with its essential contributions to businesses and their projects.
The experiment was carried out using SENSAPE’s interactive Magic Mirror system. Our image processing software recognizes age, gender, emotions, gestures, or objects and uses context-based content to create personalized communication.
Our AR Mirror Solution offers various benefits for businesses throughout their projects. Following are some of these key benefits:
• Generates maximum attention
• Detects characteristics, such as age and gender
• Comes with the form of banners, bubbles, and optional face elements
• Immerses the users into an AR world of their choice — for example, a safari tour
• Allows users to take a photo within the virtual scene, print it out, and download
Let’s talk about the possibilities of AR and do something great together.
Contact SENSAPE:
Email: hello@sensape.com
Phone: +49 341 392 98 552
WhatsApp: +49 173 3830500
References
¹ Manß, R., & Kirchgeorg, M. (2017). Kundenbindung durch crossmediale Integration-Die Offline-Online-Integration am Beispiel eines Magic-Mirror-Experiments. Marketing Review St. Gallen, 34(4), 24-33.
² Financial Times. (2024). Masters in Management 2024. https://rankings.ft.com/rankings/2961/masters-in-management-2024
³ QS Quacquarelli Symonds. (2025). QS World University Rankings by Subject 2025: Business & Management Studies. https://www.topuniversities.com/university-subject-rankings/business-management-studies
⁴ Financial Times. (2024). Masters in Management 2024. https://rankings.ft.com/rankings/2961/masters-in-management-2024
