John Lewis is looking to offer ‘more complex’ augmented reality (AR) experiences following the success of its first deployment.
In April the department store chain launched a new app feature that uses AR to help customers find the perfect shade of lipstick.
Known as Virtual Lipstick Experience, it allows shoppers browsing lipsticks in the John Lewis app to test different colours on a live selfie screen before buying. The virtual lipstick is applied instantly and stays on the lips, moving in real time with the customer.
On average, customers try up to six different lipsticks through the feature.
“The app gave a real ‘wow moment’ to customers and really helps customers make the right lipstick choice that suits them,” said Sienne Veit, digital director at John Lewis.
“Based on its positive reception, we’re now exploring more complex augmented reality services to help customers visualise furniture items in their own space.”
An augmented and virtual reality experience called Visualise Your Space enables customers in three trial stores to see how new items of furniture would look in their home.
After entering the dimensions, doors and windows of the room, customers can drop in different products and also change the colour of the walls and floors to create a complete look. Users can then view their designed room on an iPad, as a 3D room set in augmented reality, or wear a virtual reality headset to ‘walk around’ the room.
“Designing a new look for a room can be a lot of fun and a chance to express our personalities,” said Caitlin Price, head of buying for furniture and flooring. “However, customers tell us that uncertainty about what new products will look like in their home can make the decision making hard, and in many cases people revert to the safer tones of grey or beige furnishings.
“This new technology will enable customers to be braver in their choices, and test technology that architects and interior designers have been using to visualise their designs.”
In a survey of 550 senior executives for our Next-generation connectivity report, over three-quarters (78%) of respondents said they see particular opportunities to be gained from augmented, virtual and mixed reality. Download your free copy to learn more!