Tesco is expanding its use of virtual technology – which kicked off with it opening a virtual store at Gatwick Airport – with a number of stores introducing systems to boost the shopping experience.
The retailer is introducing a virtual mirror into some of its stores, which allows customers to try on clothes virtually just by holding them up to the mirror. It is also rolling out a giant 80-inch touchscreen for children to browse toys in its Cheshunt branch.
The “Endless Isle” technology allows customers to order by printing a ticket for Click and Collect or by using their mobiles.
Some products can be rotated for a 360-degree view and all come with full descriptions. Chief information officer Mike McNamara said: “These are some of the technologies that are going to transform retail over the next few years.” In a video blog, McNamara also demonstrated a virtual merchandising tool, which allows the company to build a 3D representation of each store to pack virtual products onto virtual shelves.
“You can move different combinations around to see what they look like, to make sure it’s easy for our customers to shop. It’s something we can do at a flick of a switch,” he said.
Tesco recently outlined a £1bn digital investment strategy in the UK following disappointing sales, with £150m earmarked for investment across its online channels.
The plans follow the roll-out of its virtual grocery store at Gatwick Airport, which offers customers instant touchscreen access to online and mobile ordering.
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