Customers can match ‘virtual’ Burberry bags to outfits
Luxury brand Burberry has launched an augmented reality (AR) shopping tool through Google Search technology that allows consumers to “see” Burberry products in the environment around them.
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 bag next to an outfit to gain a better understanding of the product before purchasing and simulating the in-store experience.
The inspiration phase of the decision to purchase is becoming increasingly important for luxury consumers, according to the brand.
To celebrate the recent opening of the new flagship store opening in Ginza, Tokyo, visitors to the store could take part in an exclusive AR experience activated through QR codes. In December 2019, Burberry 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.
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.
