Target uses mobile-based augmented reality tool to sell furniture
US retailer Target is set to take on Swedish rival Ikea with the launch of augmented reality tool See It In Your Space. The feature allows customers browsing Target's Project 62 line to see scaled, 3D representations of products and position them in their homes, using a mobile phone. Target currently has 200 Project 62 home products available for See It In Your Space, and is aiming to increase that figure to thousands by 2018. Ikea recently launched similar tool Place.

Discount retailer Target has added AR technology to its mobile site, so customers can see how furniture will look in their home before purchasing the product.

With ‘See It In Your Space’, customers shopping with Target’s new Project 62 line can are able to select proper scale 3D versions of home products and move them around a room – through their phone’s camera – to see how well it goes.

The mobile web feature is currently available for 200 Project 62 Target home products. The retailer says it will roll the functionality out to hundreds more products by the end of the years and thousands more in 2018.

See It In Your Space follows in the footsteps of Swedish furniture store Ikea’s app of a similar nature. Ikea Place, built on Apple’s ARKit, enables customers to scan the floor of their home in the iOS app, then browse for products, and move them into the position they want it to sit in their home. It automatically scales products based on room dimensions.

Join us at the 2017 Effective Mobile Marketing Awards Ceremony, taking place in London on Thursday 16 November, to mix with the industry's best and brightest, and raise a glass to the year's best campaigns and solutions. To find out more, and to book your place, click here.