Press Release

Bringing the lounge to life: DFS launches new in-browser AR function

Bringing the lounge to life: DFS launches new in-browser AR function

London, 27th September 2018: DFS, the UK's leading upholstery retailer with the clear market-leading online platform in its sector (accounting for over 40% of upholstery segment web traffic) has become the first UK furniture retailer to launch a new augmented reality (AR) functionality on its website.

DFS worked with global eCommerce consultancy Wunderman Thompson Commerce to implement the new feature. The AR functionality - which uses the latest iOS 12 software update introduced last week by Apple - allows iPhone and iPad users* to place a piece of furniture in their home and visualise how it looks and fits.

Users can point the device at any space in the lounge using the camera function, where the piece can be moved around the room in real-time and to scale.

The technology is the first of its kind to automatically detect room space and work purely in a browser, without the need for a "marker" object to determine room dimensions or a separate downloadable app, making it even simpler for customers to use.

DFS has a proven track record of growing sales through eCommerce. Wunderman Thompson Commerce led the project, consulting with DFS to develop the prototype and enable the new functionality. All 3D-rendered model assets needed to support the launch were created by Viutek.

"We wanted to offer something truly unique to our customers that was not only aesthetically pleasing, but intuitive and practical, too," said James Vernon, Head of Online at DFS. "Choosing a new piece of furniture is never an easy task - particularly online - but the new AR-enabled feature will help improve the online shopping experience and make the purchasing decision much easier. Wunderman Thompson Commerce and Viutek have worked tirelessly to drive this innovative solution, and we're all extremely proud to be the first sofa retailer to truly take advantage of this new technology."

"This new augmented reality feature is a fantastic example of a company truly pushing the boundaries of innovation and doing eCommerce well," commented Naji El-Arifi, Head of Innovation at Wunderman Thompson Commerce. "As well as greater expectations around price and delivery, consumers are also demanding more interesting ways to shop both in-store and online. The ability for users to recreate their perfect living space in the touch of a few buttons could well be the future of furniture shopping online."

DFS has enabled this feature for 10 products, with plans to roll out every product on the site in the near future. Wunderman Thompson Commerce is currently building the prototypes for Chrome and Firefox for when the feature becomes available on Android.

To find out how the functionality works, test it out on DFS using your iOS mobile device.

test the functionality on your mobile


*The functionality is currently available on iPhone 6 and above, iPad Pro (all models) and iPad (5th generation), and those running the iOS 12 software update.