London – The British luxury brand has introduced an augmented reality (AR) shopping tool that uses Google Search technology.
When consumers search for Burberry items using Google Search on their smartphone, they will now have the option to view them using AR against their immediate surroundings. At present, the AR tool is available when searching for the Burberry Black TB bag or Arthur Check. A tap of 'view in 3D' in Google Search results instantly displays the luxury goods in 3D in the viewers’ own environment, simulating the physical shopping experience without the need for an app.
Shoppers are showing an appetite for more exciting and tech-enabled approaches to product discovery, according to Burberry. Although the AR tool is only available in the UK and the US for now, the brand plans a global roll-out for a variety of products over the coming months and will continue to experiment with new applications of AR in luxury commerce.
By allowing shoppers to simulate the experience of products in their own environment, Burberry is embracing digitisation as a new route for consumers to engage with fashion brands.