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Tanishq launches first AR features at Bengaluru and Delhi airport stores

today Feb 21, 2019
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Jewellery brand and Titan subsidiary Tanishq has launched augmented reality features in two of its stores at Bengaluru and Delhi airports. The concept mixes AR features with a physical store.

Tanishq has launched an AR “mirror” to allow customers to virtually try on its jewellery - Tanishq- Facebook

Tanishq has partnered with StyleDotMe to implement the AR software platform MirrAR in its Bengaluru and Delhi airport stores. The AR feature is a mirror that allows customers to see themselves trying on Tanishq jewellery virtually. Customers can select the jewellery they wish to try on from a screen then look at themselves in the AR “mirror” and see themselves wearing it. The jewellery can move with the person to give a realistic effect.

The idea behind the move is to help the brand to reach a larger audience. The initiative, which is currently running for a month, also allows customers to try on the entire Tanishq range without the stores having to carry the full inventory. 

“Tanishq has always aimed at providing the best for our customers and this fascinating initiative is one such approach in achieving the objective,” said Deepika Tewari, the associate vice-president of marketing in Titan’s jewellery division, as reported by IndiaRetailing. “Consumers have the option of browsing through multiple jewellery pieces virtually with just one click. The real-time customer experience will definitely strengthen the retail connection between the brand and our esteemed consumers; a transformative step on how India will shop and purchase jewellery in the near future.”

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