Argos has launched an innovative new Augmented Reality (AR) feature in its iOS app, allowing customers to view an animated version of different TV models in their own homes using their smartphone.

Within its iOS app, customers can use 25 full-scale, 3D models of TVs from popular brands including Samsung, Hisense, Sony, Hitachi and LG to easily visualize what it will look like on a wall or unit. Customers can also watch a video on the TV screen, bringing to life its size and how narrow the bezel or surround is.

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Argos has seen sales of giant-screen televisions soar in recent months with sales of 65” TVs or more nearly doubling in the last 12 months.

Matt Grabham, Digital Product Manager at Argos, 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, making the beautiful game even more beautiful.”