Target is making its next move into augmented reality (AR) with the “See It In Your Space” mobile feature, designed to display three-dimensional versions of Target products within shoppers’ homes. Target is the latest furniture retailer to integrate AR into its mobile offering, joining Wayfair, IKEA and Chairish.
The feature is currently only available with 200 “Project 62” brand home products from Target, but the retailer says it will roll AR capabilities out to hundreds more products by year end, including other Target home furnishing brands such as Threshold and Pillowfort. It plans to include “thousands” of home décor products by 2018.
Shoppers can use a photo of the living space they want to decorate — which they can shoot in real time or pull from an existing photo. If they are motivated to buy the item right away, shoppers can add it directly to their shopping cart on the image that appears.
In the future, Target may consider using this technology with other platforms, such as desktop and mobile sites, according to TechCrunch. Potential expansions depend on the feature’s adoption and feedback from guests.
In May 2017, Target debuted a “360-degree shopping” VR experience, which includes virtual living rooms designed to help guests visualize the size and scale of Target items and provide styling guidance. That addition leveraged computer-generated imagery and worked with approximately 140 products at its launch.