Currys PC World launches AR app

Currys PC World has rolled out an augmented reality (AR) app called Point and Place to help convert customers who are thinking of buying a big ticket item.

Shoppers who are considering buying a fridge or a television can use their smartphones to virtually “see” the products in their own homes.

Speaking to Essential Retail earlier this year, head of technology at parent company Dixons Carphone Kash Ghedia, said AR has the potential to completely change the way consumers shop.

The retailer has rolled out the technology to 800 products thanks to a partnership with Eyekandy.

Stuart Ramage, eCommerce director at Currys PC World, said: “This launch is such an exciting step for the Currys PC World business, placing us ahead of our competitors and at the forefront of technological developments. We ran extensive tests on the impact augmented reality shopping has on our customers and found that they are actively interested in the technology and the way it aids their decision making.

“Our desire, as the UK’s largest electrical retailer, is to ensure that our customers get it right when it comes to buying any product from our extensive range, and this new app will assist decision making and further reduce purchasing risk,” he added.

Andy Shackleton, CEO of Eyekandy, commented: “When you’re shopping for televisions, printers, furniture and a host of other products, shoppers have to imagine how a TV is going to look on their wall, or a printer on their desk, or a coffee machine in the kitchen. Point and place closes that imagination gap, reducing decision making timelines on purchases, as well as reducing product returns.”