Augmented reality brings products on Currys PC World website to life


If you have ever struggled to picture how that new food processor will sit on your worktop next to the coffee machine, how that big fridge freezer will look in your kitchen, or just wanted to be able to prove that a 55” TV will definitely fit on the lounge wall, help is now at hand.

Currys PC World, part of the Dixons Carphone group, has brought augmented reality (AR) directly to its ecommerce site, so you can place a 3D model of a product anywhere in your home.

You no longer have to rely on pictures, superhuman spatial awareness or even waiting until you have a product home to decide whether it’s the one for you.

In what is believed to be a world-first, Currys PC World has integrated Point & Place™ technology – previously only available through a separate Currys PC World Point & Place™ App – directly into its transactional website.

This means that when customers are on the Currys PC World website using their smartphone or tablet, they can simply choose to view the product in AR.

The AR experience – signalled by the Point & Place™ AR logo – is currently available on c.700 popular products and will expand to more lines in the coming months.

Dixons Carphone worked with Eyekandy and Flixmedia to launch the AR technology, which uses WebAR syndication. This means that a web browser can use the sensors in smartphones and tablets so a website visitor can interact with a 3D model of a product and place it in their home.

Stuart Ramage, e-commerce director at Dixons Carphone, said: “We want to help our customers choose the right products for them, whether through demos in stores, expert advice from our colleagues or via our website. Being able to visualise those items in your own home before you make a purchase is an incredibly exciting next step in our customers’ shopping experience.

“Bridging this gap really makes a difference to customers – our app version of Point and Place™ AR has already seen an impressive sales uplift of up to 30% in some product categories.

“Integrating this AR technology directly into hundreds of products on our website makes shopping with us online and in store even easier and more immersive for customers.”

See a walkthrough of the technology in action in this video or try it for yourself using a phone or tablet with the below links.

See for yourself


1.      Follow the links below on your smartphone or tablet

2.      Look out for the Point & Place™ logo on the product image.

3.      Click on the logo and follow the instructions.

Krups Bean to Cup Coffee Machine

LG American Style fridge freezer

LG 55” Smart 4K Ultra HD LED TV

Shark Ninja – hand held vacuum

Ultimate Ears Boom 3 Bluetooth Speaker

Sonos Subwoofer

Microsoft Surface Go