// Marks and Spencer has launched its first ever in-store AR shopping app
// The app is live in-store and ready to use in the Westfield White City branch
M&S has launched a brand new augmented reality (AR) shopping app which is now live in-store and available to use by shoppers visiting the Westfield, White City branch.
Revealed today, the app will allow users to navigate their way around the M&S store, with the app indicating where specific items are on shelves, via an AR filter which is operated via a smartphone camera.
Shoppers making the most of the innovative technology will be able to create a shopping list which will direct them to the items they are looking for via the live navigation system.
A live demo of the new launch was posted on Twitter by app developer Dent Reality‘s Andrew Hart, who described the launch as “surreal”.
A very surreal day. Our AR shopping app is live at M&S pic.twitter.com/GDhPO1LxzE
— Andrew Hart (@AndrewHartAR) January 19, 2022
Hart replied to a tweet asking what the app could be used for, saying: “Ordered shopping list, help you find one-off difficult items, recipes, recommendations like which wine to buy etc, other stuff we’re exploring. One day, this type of technology will be as essential and dependable as your phone.”
Customers have already pointed out that, far from being a mere novelty, the live navigation system will make finding items in-store significantly easier for visually-impaired customers, who currently rely on shop staff to help.