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Tesco is trialling augmented reality online and in-store

Virtually view products
Fri Nov 18 2011, 13:21

UK SUPERMARKET GIANT Tesco has started using augmented reality (AR) technology to help customers preview products.

To get around the problem of not being able to display every product in its range, Tesco has turned to augmented reality to show products to its customers. The technology renders a 3D model of a product that can be manipulated by the user.

Tesco said, "Through AR we are able to offer realistic and life size representations of what that product will look like within their homes or their local store. Customers can interact with the products to see exactly where the features of a product are located."

Tesco Augmented Reality

The trial is running in six Tesco Extra stores in Wembley, Borehamwood, Milton Keynes Kingston, Cheshunt, Hatfield and New Malden. The firm said it expects the trial to run until the end of the year with weekly reviews.

There is a limitation at the moment because only selected products are available to view in AR. These include a selection of Samsung TVs, 10 Lego models a few games and DVDs.

The technology is provided by Kishino, which said it is "enabling Tesco to be the first retailer in the world to integrate augmented reality in a multi platform and multi channel retail environment".

To use the system a customer has to print out an AR marker or card, which is then held up to a webcam. Once a product is selected the product will be shown on the screen where the AR marker is so the user can rotate and flip the model as they choose.

Tesco said this will help people decide on products like TVs when is it difficult to see what they look like in real life and where things like HDMI ports are located. µ

 

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