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Brief Published: 21 Nov 2011

Tesco’s online AR Product Preview


Hot on the heels of its augmented reality (AR) advertising campaign, UK supermarket Tesco has already begun trialling interactive AR technology in eight stores throughout England.

Although other retailers have experimented with AR – for example, fashion store H&M’s interactive windows (see Goldrun: the Interview) – Tesco will be the first UK retailer to invest so much in the technology, developed in collaboration with London-based AR specialists Kishino.

By holding a printed marker up to a webcam – either at home or in store – the technology allows consumers to view up to 40 products, including Samsung TVs, Lego models, computer games and DVDs. When viewed, the items appear as full-size interactive 3D computer images.

In addition to saving Tesco floor space by requiring fewer items to be stocked on the shop floor, the technology also allows shoppers to interact with boxed products up-close before buying. Tesco’s online store started incorporating this technology in September, and has since reported fewer returned items.

The supermarket is currently working to expand the number of products compatible with the system.

Kishino AR