Target.com Gets New AR Function
Target added a new augmented reality function to its mobile website that depicts how furniture for sale by the retailer would appear in a shopper's home.
Shoppers access the function by tapping a "See It in Your Space" button available on the product pages of select furniture items from the retailer's new Project 62 private label. Users are then instructed to snap or upload an image of a room where they want to place the furniture item, which can be resized and rotated to fit the space.
The AR function is currently limited to about 200 Project 62 SKUs, but Target is working to roll it out to hundreds more items by the end of the year and thousands by next year, according to the Star Tribune.
The new function shines an extra spotlight on Project 62, which Target launched on Sept. 19. Designed for urban and small-space living, the line comprises more than 1,200 modern home furnishings that range in price from $2.99 to $980. Target has touted the brand's arrival via circular features and a promotional page within Target.com. In stores, the line gets a spotlight on vignettes, endcaps and ceiling signs. TV spots and multiple videos in English and Spanish on the retailer's YouTube channel (see below) also spotlight the brand alongside new private-label apparel lines A New Day and Goodfellow & Co, which also launched in September.
In other mobile-related activity, Target is adding a "mobile wallet service" to its mobile application in November that will let Target REDcard cardholders simultaneously redeem Cartwheel deals and charge their card by scanning the app at checkout. The retailer teased the mobile payment function this summer.