Tesco, the online shopping brand, trails on augmented reality technology for its stores in order to save on shelf space as well as bring some of its products to life.
There are webcams placed in the aisles of the supermarket where shoppers need to hold a product key or a Tesco Direct catalogue and they will be able to see a life-size 3D projection of the particular product. Shoppers will be able to learn about the specifications of the product in detail before they purchase it.
This alternative and interactive way of displaying products helps Tesco to remove some of its bulkier consumer electronic products that it now stocks physically on shelves to sell. Kishino, a British company, is providing this augmented reality service. This is the first time that one of the major retailers has made such a major investment in AR technology.
The company has even rolled out its augmented reality initiative across the online store. Thus, online shoppers of Tesco can now enjoy 3D projections of their purchases just with a help of a webcam. Besides, buyers can even see 3D film trailers that are projected onto the Tesco Clubcard. Better yet, using their webcams at home shoppers can even play with the ‘virtual Pirates of the Caribbean Lego’, which is on sale at Tesco.
At present, around 40 products will be available for this augmented reality experience at the participating physical and online stores of Tesco. A spokesman of the online shopping brand said, “This is a really exciting new technology which in this form is a relatively untapped opportunity in the UK. Thanks to our work with Kishino, augmented reality will allow customers to be closer to our product and interact in a way that has never previously been possible.”
Tesco will initially install this AR technology at eight different outlets in New Malden, Milton Keynes, Cheshunt, Hatfield and two stores in both Borehamwood and Wembley.
Some other major retailers have already experimented with AR technology. For example, Harrods used augmented reality early this year in combination with its ‘interactive window display’. However, the augmented reality experience offered by Tesco is the largest ever trial to make AR technology an integral part shopping behavior of 21st century.