Perch, a provider of interactive retail marketing through the Internet of Things, has raised more than $1.7 million in a recently held seed funding round that was led by The Visuality Corporation, Corigin Ventures and leading angel investors.

The company announced a new augmented reality campaign management system, enhanced computer vision and sensing capabilities within its platform. It has also expanded the list of its retail clients, which include Johnson & Johnson, Estee Lauder, Coty, Kate Spade New York, Bumble and bumble, Red Bull, and Beam Suntory.

Former CEO of Sephora, Howard Meitner – who has joined the company’s board of advisors, said: “PERCH is changing the definition of what a shopping experience can be with technologies that completely reimagine brick and mortar retail. This is a new era for retail, and PERCH is leading the way by bringing touches of online shopping to the in-store experience for a new, immersive customer-centric experience.”

Perch previously introduced its open platform and partner programme to embed mixed reality marketing into physical retail displays. POP Displays is the first partner to enter this programme. This followed the launch of PERCH Shelf Touch technology that extended the company’s technologies for instalments, which allow in-store shoppers to tap for information on one product, or swipe along a display to learn more about a group of products.

The funding for IoT-enabled products continues to carry on. SensorUp and have raised $2 million and $11 million in their respective seed funding round. The former will use its funds to accelerate the go-to-market campaign of their award-winning SensorThings Cloud service and create new data-driven IoT business solutions for smart cities, first responders, and field service, whereas the latter will push development of its vision for an open source SQL database for real-time machine data and IoT applications.