Initial augmented reality efforts have tended toward the gimmicky but as marketers gain confidence in the technology, their strategies are starting to veer toward greater utility and interactivity. Augmented reality can really give a campaign that wow factor to engage consumers in a fun and exciting way, but marketers need to shy away from using the technology without a meaningful purpose for users. While many brands are still in the experimental phase, some are beginning to commit to more sophisticated implementations.

Frozen yogurt chain Yogurtland is releasing its next Looney Tunes-inspired flavor in its summer series and letting consumers earn free yogurt via the company's mobile application and QR codes. Yogurtland partnered with Warner Bros. Consumer Products for this summer campaign, which will introduce a total of six frozen yogurt and sorbet flavors and toppings inspired by Looney Tunes characters. Consumers can earn free yogurt by scanning each character's QR codes with Yogurtland's mobile app.

The Zain telecoms group says it will enhance existing mobile money services in some countries where it operates, plus support the rollout of m-commerce in others, following a contract award to mobile money specialist eServGlobal. Zain, headquartered in Kuwait, has mobile operations in eight markets across the Middle East and Africa. The firm does not give a breakdown as to which countries will receive enhancements or new services, or the timetable involved. It does say, however, that the provision of the "end-to-end mobile money solution" will be gradually deployed across group operations.

Clutch, a mobile application for iPhone and Android which aims to combine gift cards, coupons, comparison shopping, gifting, and personalized recommendations all under one roof, has raised $5 million in Series B funding, the startup is announcing today. In addition, Clutch is also acquiring ProfitPoint, a provider of gift card and loyalty platforms for merchants. The funding round was led by Safeguard Scientifics, Inc., an investor in technology companies like Beyond.com, as well as in healthcare, as with its recent funding of Medivo, for example. Clutch's previous investor Ben Franklin Technology Partners also contributed to the new round.

B2C e-commerce is gaining more and more ground in China. According to new forecasts, it is expected to grow by more than 30 per cent annually between 2010 and 2016. Fashion, shoes and bags, as well as computers and household appliances, are among the most popular product categories online and growing luxury trade is one of the leading trends. In recent years, this segment has grown more strongly than traditional B2C.

Canadians are becoming more reliant on their smartphones, according to a new report from Google, called "Our Mobile Planet: Canada." Smartphones have established themselves as a powerful tool for many consumers who use them for business and entertainment. These devices have grown in popularity because they offer many services in a single platform that could only be found in numerous platforms in the past. The report shows that Canadians are more likely to throw away their televisions than part with their smartphones, and this could be a good sign for mobile commerce.

Walmart continues to ramp up its mobile in-store Scan & Go program by giving users the ability to clip coupons by tapping their smartphones and having the savings automatically applied when they check out. Scan & Go, a feature on the Walmart application, enables users to scan merchandise in certain stores and pay at a self-checkout counter. The latest update to the app features the new digital coupon capabilities as well as the ability to scan a QR code on a printed receipt to receive an electronic version.

A media conglomerate based in China expects to see strong growth in its e-commerce ventures thanks to aggressive advertising campaigns that will be launched later this year. The organization has been working with China Post, the country's postal service, in order to engage consumers that are becoming more interested in using their mobile device to shop. The two parties recently launched Ule, an e-commerce platform that has managed to acquire a great deal of support over its relatively short lifetime.

Retailers are cautiously optimistic about the 2013 holiday season, with 60% forecasting revenue growth in excess of 10%, in line with industry forecasts, according to a survey by Baynote, a provider of personalized customer experience solutions. Conducted in partnership with the e-tailing group, Baynote's inaugural 2013 Holiday Predictions Survey found that retailers expect mobile to play an increased role in driving sales with minimal contributions from social media. The study surveyed 77 U.S. retailers with annual revenue ranging from less than $20 million to more than $5 billion.

Rocket Internet-backed Linio released its first app today to capture Latin America's nascent market for mobile shopping before the pool gets too crowded. Rocket Internet is a Berlin-based incubator that raises hundreds of millions of dollars for e-commerce companies in emerging markets. The Samwer brothers (its founders) are known for being "obsessively aggressive" and doing whatever it takes to gain dominance in a region. In July, Rocket Internet raised a whopping $500 million in fresh capital and its portfolio companies have attracted $837 million in funding this year. The firm has produced clone versions of businesses like Amazon and Zappos …