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Tesco launches AR campaign

by Zen Terrelonge
Thursday, November 17th 2011 at 11:43AM

UK retailer enables the tech on 40 products for online and in-store shoppers.

The supermarket chain's campaign will run online and in-store. The online version will use webcams to allow product projections appear in the user's home.

For example a user can examine a TV in 3D as though it's right in front of them, complete with 360° viewing for full examination of slots and ports to determine whether it meets requirements.

At present there are 40 3D products available for users to examine from the home and other items seen demonstrated include Lego toys, which can be seen in their completed form.

The in-store format will enable customers to view products that aren't stocked in store so they can still get an idea of the item's appearance and size.

Trials will begin at branches in Cheshunt, New Malden, Hatfield, Milton Keynes, Wembley and Borehamwood to determine the popularity of the service.

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A Tesco rep, 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."

AR specialist Kishino was chosen to develop Tesco's platform and the retailer says it's because Kishino offered coverage of 20,000 items outnumbering the nearest rival's offering of 100 items.

Richard Corps, MD, Kishino, said: "Integrating augmented reality into retail will take the technology to much bigger audiences than ever before. Uniquely Kishino can deliver tens of thousands of augmented reality products. This unmatched level of scale is combined with an exciting live viewing experience we know can drive sales."

Corps continued to say that attendees of the Tesco Technical Showcase were blown away by the prospect of introducing AR to customers.

The service will also enable shoppers to watch 3D trailers, presumably with the hope that consumers will be persuaded to splash out on the more expensive 3D visual entertainment.

Tesco's move into the augmented reality market follows carmaker Mercedes, which we reported is introducing the tech to car showrooms and billboards across Britain.

For more info, click here.

Check out the video below.