Discounter throws hat into augmented reality furniture ring

Target is the latest retailer to launch an augmented reality service for home décor.

The discounter introduced “See It In Your Space,” a new augmented reality feature available on Target’s mobile website. Customers shopping Target’s new Project 62 home style line can use the feature to place 3D versions of Target merchandise within photos of their actual rooms. They can also move the items around the virtual room to envision how they will look — all before buying the product, according to Target’s blog, “A Bullseye View.”

Here’s how the AR service works: Once a smartphone user finds an item on, they tap the product’s “See It In Your Space” button. Then they upload a photo of their living space they want to decorate. They can use their smartphone camera to snap a photo — or use an existing one. Once it is uploaded, customers can position the Target item within their virtual room.

“The process eliminates the hassle of ordering real furniture, only to discover that it doesn’t quite work in your home,” Target stated in a blog on its website. “See It In Your Space doesn’t require any special apps or hardware to use — it’s available right on via any smartphone.”

The new service is Target’s latest augmented reality experiment. Last spring, the website debuted 360-degree shopping, or virtual living rooms designed to help customers visualize, size and scale Target items and provide styling guidance.

See It In Your Space is currently available to use for 200 Project 62 Target home products. However, Target said it plans to expand the assortment by “hundreds of more products” by the end of the year, and “thousands of more products” in 2018.