Burberry enhances shopping experience with AR tool

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The new AR tool from the luxury brand allows consumers to experience Burberry products embedded in the environment around them, “enhancing their research and shopping experience online”

Quick read

➨ When searching for Burberry items using Google Search on their phone, consumers can see an AR version of the product at scale against other real-life objects
➨ The tool is initially available in the UK and US
➨ Burberry is also embracing AR for its brick and mortar stores

The story

Burberry is using AR to enhance consumers’ online retail experience when shopping for its products, with the launch of a new tool through Google Search.

The new AR tool from the luxury fashion brand allows consumers to experience its products embedded in the environment around them, “enhancing their research and shopping experience online”.

When searching for Burberry items using Google Search on their phone, consumers can see an AR version of the product at scale against other real-life objects. For example, a user can place a TB bag next to an existing outfit to gain a better understanding of the product before purchasing and simulating the in-store experience.

Burberry said “the inspiration phase of the decision to purchase is becoming increasingly important for luxury consumers”.

The brand continued: “Burberry is continuously experimenting with digital innovation such as AR to create a more exciting experience and enhance personalised luxury commerce, blending the technology with other activations around the world.”

The luxury brand is also embracing AR for its brick and mortar stores.

To celebrate the recent opening of its new flagship store opening in Ginza, Tokyo, visitors could take part in an exclusive AR experience activated through QR codes.

In December 2019, the luxury brand also launched a digital pop-up experience powered by Google Lens in London where users could see an aerial live feed of themselves on their phone, surrounded by a herd of Burberry deer. 

To use the brand’s new AR tool, users can search for the Burberry Black TB bag or Arthur Check Sneaker using Google Search on their mobile device.

The tool is currently available in the UK and the US, with plans for global roll out for a variety of products over the coming months.

Image: Burberry