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By John Glenday, Reporter

November 17, 2011 | 1 min read

Ubiquitous supermarket chain Tesco is launching an ambitious augmented reality initiative today that will allow shoppers to view their putative purchases in 3D before purchasing.

Anyone with a browser plugin can access the feature, using a ‘marker’ such as a clubcard upon which manipulatable 3d images are overlayed when catalogue images are moved in front of the webcam.

It allows people to rotate and zoom 40 items ranging from televisions to Lego to get a feel for the true dimensions of the products.

Tesco’s augmented reality venture is being run in partnership with technology firm Kishino.