Dixons Carphone has integrated an augmented reality (AR) experience into the Currys PC World website – previously only available on an app – in what the retailer describes as a “world-first”.

The electrical retailer previously offered its Point and Place technology through a separate Currys PC World Point and Place app. However, the technology is now available on its main ecommerce site.

CPCW Point and place screen examples

The AR service was previously only available via a separate app.

Customers can now browse 700 popular products – with more in the pipeline – on their smartphone or tablet with the choice to view the item in AR.

The technology allows customers to place the product they are viewing directly into their home to check for dimensions, style, and how well it fits into a space.

Dixons Carphone ecommerce director Stuart Ramage 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.

Currys PC World Point  Place

Customers can see what a product looks like in their home before they purchase it.

“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.”