Debenhams launches virtual shopping innovation

Debenhams recently tested a new virtual shopping innovation that allows customers to virtually ‘try on’ a range of clothing via an augmented reality app created by GoldRun.

Participants were able to capture photographs of themselves ‘wearing’ their desired items – which during the test run consisted of a range of Christmas party dresses – and could even go so far as to upload the images to social media websites to obtain feedback from friends and followers.

The initiative was tested for three days in October at Debenhams locations in London, Manchester, Birmingham, Cardiff and Glasgow, and those using the app were offered a 20% discount as an incentive.

A Debenhams spokesperson comments: “The application has really taken off in the US over the past few months, so we hope that the UK catches up and embraces this new technology. Available to iPhone and iPad2 users, the application allows retailers to set up virtual stores anywhere, using satellite technology to locate shoppers."