British catalogue retailer Argos has introduced a new augmented reality (AR) feature in its iOS app to offer enhanced customer experience.

Using this feature, customers can view an animated version of different TV models on their smartphone at their homes.

The AR feature enables customers to visualise 25 full-scale 3D models of TVs, including Samsung, Hisense, Sony, Hitachi and LG, by featuring them on their walls.

Argos digital product manager Matt Grabham said: “As a digitally led retailer, it’s our goal to give customers the best possible shopping experience, whether in-store or online.

“We are really excited to launch this new version of the app, which will completely change how our customers buy TVs.

“Giant TVs are becoming increasingly popular with customers looking to create the perfect cinematic experience at home for high profile events like the World Cup.

“This new AR technology will help our customers find a TV that perfectly fits their home.”

“This new AR technology will help our customers find a TV that perfectly fits their home, making the beautiful game even more beautiful.”

Leveraging its AR experience, the feature allows customers to watch a video on the TV screen to know its screen size and surround-sound capabilities.

The retailer launched AR-enabled LEGO models through its mobile app in May, enabling customers to view more than 100 full-scale animated 3D versions of toys.

Argos created 150 technology roles earlier this year, including graduate and principal positions in London and Milton Keynes to support its digital shopping operations.