The brand has launched a brand new augmented reality (AR) shopping app, which is already live in-store and available to use by shoppers visiting the Westfield, White City branch.
Revealed today, users of the app will be able to navigate their way round the M&S store, with the app indicating where specific items are on shelves via an AR filter which is operated via the camera on the customer’s smartphone.
Shoppers can make the most of the innovative technology by creating a shopping list which will direct them to the items they are looking for via the live navigation system. Customers have already noted that more than just novelty, the app’s live navigation system will actually make finding items instore much easier for visually-impaired customers who currently have to rely on staff for help.
Andrew Hart of Dent Reality, the developer of the app, posted a live demo on Twitter who described the launch as ‘surreal’. Replying to a tweet asking what the app could be used for, Hart explained that it has handy tools such as “ordered shopping list, help finding one-off difficult items, recipes, recommendations and other stuff we’re exploring.”
