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UK-based Eyekandy has added a web augmented reality (AR) feature to its Point & Place AR platform for retailers.

Eyekandy launched the WebAR feature with electrical retailer Currys PC World this week.

The new feature allows shoppers to view products in their own homes via AR, without the need to download an app.

Stuart Ramage, ecommerce director at Dixons Carphone, the parent company of Currys PC World, said: “We want to help our customers enjoy amazing technology and, whether they shop in store or online, augmented reality really brings to life what a product will look like in their home.”

“Our app version of Point and Place AR has already seen impressive sales uplifts of up to 30% in some product categories, showing how valuable this is to customers. We’re really excited to integrate this into hundreds of products on our website and make the experience even easier and more immersive for customers.”

Eyekandy’s flagship platform, Point and Place, offers hundreds of the latest products in AR, from more than 50 brands, including LG, Microsoft, Mattel, Dyson LEGO, Fisher-Price and Samsung. 

Installation for retailers is easy, according to Eyekandy. All they need to do is add a line of code and the latest AR products are automatically added to their mobile website pages.

Carolyn Anderson, trade manager at LG UK, an early adopter of Point & Place, added: “LG is committed to delivering the most personalised shopping experience to our shoppers possible. Point & Place AR enables all our retailer partners to add our range of AR product models to their websites easily.”

Joe Golden, creative director at Eyekandy, commented: “We are thrilled to continue our journey to change the way people shop with AR. Our commitment to support global brands and retailers to embrace this technology, to offer shoppers a new, personalised and engaging way to shop, has real momentum now.”

AR on the cusp of 100 million shoppers

AR in ecommerce promises to be big business, with up to 100 million consumers potentially shopping through online AR experiences and in-store in the future, according to research and advisory company Gartner.

A combination of online AR experiences, apps and in-store applications of immersive technology through the adoption of 5G connectivity could transform consumer expectations and services.

“Retailers are under increasing pressure to explain the purpose of physical stores, and take control of the fulfillment and return process for cross-channel execution,” explained Hanna Karki, principal research analyst at Gartner, earlier this year.

“At the same time, consumers are progressively defining the value provided by the experiences they receive from retailers. As a result of these pressures, retailers are turning to AR and VR to offer customers a unified retail experience inside and outside retail stores.”

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