Domino’s Pizza Enterprises has become the latest retailer to enter the augmented reality (AR) space, allowing customers to insert a virtual pizza into a real world location and customise a meal before ordering.

The new functionality, called AR Pizza Chef, is baked into the business’s iPhone and Android app.

“For us, modifying a pizza is something that gets done at a huge level within our systems online,” Domino’s chief digital and technology officer Michael Gillespie told IRW.

“Pizza can be a very communal food, so it adds this great experience. You could imagine sitting down at State of Origin or some other big event with your friends or your family and everyone creating a unique pizza themselves and having a bit of a laugh.”

Gillespie believes that AR is the best technology to achieve this interactive experience and, due to its availability across iPhone and Android products, he is confident that a large number of Domino’s consumers will have access to it.

AR is a powerful tool that allows the customer to interact with an item or product in a different way, with some early examples coming in the furniture space. Ikea launched an app called Ikea Place last year that allows customers to see its furniture through compatible iPhones. And Barbeques Galore recently launched an app that allows customers to place products within their own homes, or anywhere else, through AR.

According to global research and advisory company Gartner, 100 million consumers will be shopping in AR by 2020, with the technology set to increase customer engagement through the immersion it provides.

“I see it as an empowering tool to assist our customers to make the right decision the first time,” Barbeques Galore chief executive
Luke Naish said.

“We know the customer journey commences online for nearly 70 per cent of our customers. When the customers are coming into the store, they’re really confirming their purchase – they’re confirming the look, the texture, the feel, the fabric, or the functionality.”

For Naish, AR solved the problem of having limited space in physical retail locations.

“We know that our stores aren’t made of rubber, and we have a fairly extensive range of barbeques and outdoor furniture… We know
it’s not possible to keep all options available on [the] sales floor,” Naish said.

“We may only have a six-seater on display and the customer is interested in in how an eight-seater would look… You can bring that product to life and create a virtual showroom on an iPad or iPhone in the store with the customer.”

This means that not every store needs to display every item, as staff are still able to present the full range, despite the size limitations
inherent in big-box retailing.

The possibilities extend well beyond pizzas and furniture, however, with many retail categories able to see benefits such a technology
could allow their staff and customers.

“I think [much] of retail purchases are made as an expression of personality. Clothing, online fashion… being able to match the perfect evening gown, or suit or look that you’re after, not just in the physical environment but on you personally [through AR] will be powerful,” Naish said.

Further concepts, such as providing directions through a retailer’s store to a nominated item through an AR navigation system, or recommending products to purchase with an item you are currently viewing, could serve to improve the customer experience as well
as sales.

“I think [AR] will be part and parcel in how we engage [with retailers moving forward],” Naish said.