• IBM is testing an augmented reality app with a few major retailers
• Users can enter what they are shopping for (e.g. protein), or things to avoid (e.g. glutens), and through the video camera, they receive feedback
• Shoppers register with their phone number and then can receive special offers as they shop

From the article:

Marketers have tried targeting consumers in stores with QR codes and barcode scanners that so far have gotten limited traction. Now IBM is testing a new approach, dubbed augmented reality, which is a bit like applying search or a personalized version of Google Goggles to the world of physical store shelves.

The prototype app, being tested with some yet-unnamed large retailers in the U.S., can be downloaded by shoppers in-store at the onset of a shopping trip or beforehand to their smartphones or tablets. It lets them describe what they're looking for in terms of ingredients...