Burberry has launched a new augmented reality (AR) shopping tool, linked to Google search technology.
Consumers searching for selected Burberry products via the search engine on a smartphone can activate an AR experience, placing the item in question in a real life setting via their phone camera. It means, for example, that a black leather TB-monogrammed bag can be viewed alongside an existing outfit owned by the shopper without them having to physically visit a shop.
Items that offer this new viewing experience are marked in Google search listings with a “View in 3D” button. At present, it is just the Burberry Black TB bag, and the Arthur Check Sneaker that can be viewed in AR by consumers using Google search.
Burberry said it has made the move to introduce this technology as “the inspiration phase of the decision to purchase is becoming increasingly important for luxury consumers”.
“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 retailer added.
The launch of a new AR tool comes at a time the retailer is experimenting with different technologies in order to improve its online and in-store customer experience.
To celebrate the recent opening of its new flagship store opening in Ginza, Tokyo, visitors to the store could take part in an exclusive AR experience activated through QR codes. Meanwhile, in December 2019, the brand launched a digital pop-up experience powered by Google Lens in London which allowed participants to view an aerial live feed of themselves on their phone, surrounded by a herd of Burberry deer.
Retailers continue to launch projects of this nature to capture people’s imagination, with many consumers keen to share their unique brand experiences on social media. It is viewed as fast track way of spreading a brand’s message around the globe.
The AR tool, which was launched this week, is currently available in the UK and the US, but there are plans for a global roll-out of the technology alongside a variety of additional products over the coming months.