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Argos uses AR to display virtual Lego models through its mobile app

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Argos is using augmented reality (AR) on its mobile app to give customers the chance to see full-scale, animated 3D versions of Lego models in action, from the Star Wars Kessel Run Millenium Falcon to the Disney Princess Sleeping Beauty Fairytale Castle.

From today, customers shopping from an iPhone 6s, iPad Pro and 2017 iPad and above, can select the Lego AR section from the Argos app to see a completed version of the model appear. They can see the toy in action or zoom in to see small details. 

From today, 30 models  are available to view, but by the end of July, users will be able to see up to 100 Lego toys via the AR solution. 

The new AR feature comes in response to demand from Argos customers for a better way of gauging the size of toys when they buy online. Currently, 60% of Argos sales start online, with more than 70% via mobile devices.

“Argos has always looked at new ways to innovate and improve how our customers shop with us,” said Matt Grabham, digital product manager at Argos. “As more and more of our customers – particularly busy parents – are shopping on-the-go using our mobile app and embracing advances in technology, using AR to showcase our products is a natural evolution.”

Nichola Cox, retail ecommerce manager from the Lego Group, said: “We are incredibly excited to have partnered with Sainsbury’s Group to deliver this innovative, exciting, fun and immersing solution for Argos’ shoppers. Our augmented reality execution not only embraces Argos’ digital vision but helps inspire and develop the Lego builders of tomorrow, making it a formidable collaboration.”

The news of this AR innovation comes soon after Argos announced it had created 150 new technology roles in its London and Milton Keynes digital shopping operations, boosting its total tech division, launched in 2014, to 450 people. 

Argos is an Elite retailer in IRUK Top500 research.

Images courtesy of Argos

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