UK supermarket Tesco is trialling augmented reality technology in a bid to save space in stores.
The augmented reality service, which uses technology from Kishino, allows users to hold an image from the Tesco Direct catalogue or a product key in front of large webcams, which will be located through the supermarket's aisles to generate a life-size 3D image of the product.
The 3D image will be accompanied by information such as specifications, ensuring shoppers can learn more about the products without stores needing to have bulky items, such as TVs, on display.
Initially the service will only be available in eight stores, including Cheshunt, New Malden, Hatfield and Milton Keynes. However, Tesco has also rolled the trial out online and Brits users with a webcam are available to see TVs and toys, as well as 3D film and DVD trailers in their own home.
"This is a really exciting new technology which in this form is a relatively untapped opportunity in the UK," Tesco told The Telegraph.
"Thanks to our work with Kishino, augmented reality will allow customers to be closer to our product and interact in a way that has never previously been possible."
The initiative marks the first-time a UK retailer has used augmented reality to improve the shopping experience for consumers.
Earlier this year Tesco revealed it plans to offer free Wi-Fi in some stores. The supermarket also began trialling an app for smartphones running Google Android in its Romford branch that helps users navigate their way round the store.