CorpComms Magazine

When shoppers hold a Tesco Direct catalogue up to a webcam placed in the aisles of the supermarket, a life-sized 3D projection of the product will now appear.

The new augmented reality feature will allow consumers to make a better informed decision before buying because they will be able to see the unpackaged item in its true shape and size.

The service will also display completed models of products such as build-your-own toys. And because they will be able to see the product in 3D, they will be able to rotate and view the item from all angles.

The augmented reality service is being provided by British firm Kishono and will allow the supermarket to save room and store some of its larger items in stock rooms, rather than on shelves.

Tesco has also implemented this initiative on its online store, and it will work for any customer that has a computer with a webcam.

Around 40 products will be available to interact with using augmented reality in the participating Tesco stores and online.

A spokesperson for Tesco said: 'Augmented reality will allow customers to be closer to our product and interact in a way that has never previously been possible.'

The augmented reality service will be on trial in selected stored across the UK.

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