Burberry delivers AR technology to Google Search
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International luxury brand Burberry has launched an Augmented Reality (AR) shopping tool using Google Search that allows consumers to visualize its products within their immediate surroundings.
The app embeds 3D images of the products in users’ environments as captured via their smartphone cameras, allowing them to “see” their prospective purchases as if they were right in front of them.
Consumers searching for Burberry products on Google will be able to access the AR images so as to have a clearer conceptualization of the product before purchase. The tool is intended to enhance the inspiration phase of the decision to purchase, which is now thought to be becoming increasingly important for luxury consumers.
The tool is currently available within searches for the brand’s Black TB bag or Arthur Check Sneaker conducted within the US or UK, with plans for global rollout for a variety of products over the coming months.
Questions & Answers
Q.Which specific products can users currently visualise using this new AR tool?
Which specific products can users currently visualise using this new AR tool?
Currently, the AR tool is available for searches of Burberry's Black TB bag or the Arthur Check Sneaker. The brand plans to expand this to a wider variety of products in the coming months.
Q.In which countries is Burberry's AR shopping tool currently available?
In which countries is Burberry's AR shopping tool currently available?
The AR shopping tool is presently accessible to consumers conducting searches within the United States or the United Kingdom. There are plans for a global rollout in the near future.
Q.What is the primary aim of this new AR shopping tool for consumers?
What is the primary aim of this new AR shopping tool for consumers?
The tool is designed to help consumers visualise products within their own environment before buying. It intends to enhance the inspiration phase, allowing a clearer conceptualisation of items prior to purchase.
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