One of the things that Big Blue is most known for is its consistent readiness to invest in R&D, unlike a few companies like HP that have been neglecting research a bit these last few years.

Today, the company announced that it has entered the augmented reality scene with a mobile app that may not be particularly original, but based on the description does a few things really well.

The application is currently in alpha stage and works as following: the user is prompted with a message on their mobile device when they enter a store that asks them to download the app. Once they’ve installed it they can pick the features they want and assemble a unique ‘profile’ – a custom interface with the shopping augmentation capabilities of their choice.  For example, if a customer is allergic to nuts then they can download a component that specifies them whether or not product contains potentially harmful ingredients.

Some of the other features include a review system that lets you see what other people say about a given brand, and social integration that (for a change) is not forced upon the user but is rather presented as an add-on.

All the app requires is that the shopper position their device’s camera towards the direction of a shelf, and it automatically pulls the pre-set data to display.

““In the age of social media, consumer expectations are soaring and people want information and advice about the products they’re going to buy,” said Sima Nadler, Retail Lead, IBM Research. “By closing the gap between the online and in-store shopping experience, marketers can appeal to the individual needs of consumers and keep them coming back.”

IBM is not the only major enterprise that has spotted an opportunity in reality augmentation. At last week’s Google I/O the search giant demo’d Project Glass – a pair of glasses with the capability to display digital content – by having parachuters equipped with the gizmo  skydive down from a blimp floating above the showroom.