Tesco is currently testing augmented reality to allow shoppers to view 3D projections of around 40 products (DVDs, TVs, Games, etc…) before they buy them, both in store and online.

The system, developed by the Kishino agency, is straightforward: present a marker in front of a webcam and product in 3D appears on a computer screen.

The operation is taking place in 8 stores fitted with PCs and cameras that accommodate the system – Cheshunt, New Malden, Hatfield, Milton Keynes, Wembley (x2) and Borehamwood (x2).

The augmented reality technology is supplied by French company Total Immersion.