UK-based supermarket Tesco is piloting a scheme which allows shoppers to try on clothing from its F&F brand virtually at one of its stores alongside a refreshed clothing service hub, it has announced.

The technology, provided by fashion AI company AIUTA, allows customers to ‘try on’ around 1,500 items of F&F clothing by taking or uploading a photo of themselves onto a digital try-on screen in the clothing department of its large format Extra store in Sandhurst, Berkshire.

Tesco said the trial is designed to understand how it can help customers browsing in store to discover new styles and feel more confident before they buy.

These try-on screens form part of a wider refresh for F&F at Tesco’s Sandhurst location. The supermarket has additionally added new changing rooms, an expanded clothing range, new signage and lighting, and a dedicated service hub which it said will allow for easier checking out and returns.

The trial follows Tesco’s expansion of F&F’s online presence earlier this month, when it added hundreds of new products and a redesigned shopping experience to its website and app.

It is also part of a wider revamp of the Sandhurst store, including an expanded food to go area with a wide range of meal deal options, a larger selection of fresh fruit and vegetables, energy saving fridges and freezers, and a Holland and Barrett concession.

Brian Piper, Sandhurst Extra store manager said: “We’re really excited for customers to see the changes we’ve made at Sandhurst Extra. Our teams have worked hard to refresh the store and improve the shopping experience for customers with a new look and feel across the store and an expanded range of products to discover.

“The new F&F area looks fantastic and the technology being trialled offers something a bit different for customers while they shop.”

Tesco is also refurbishing its 700-strong petrol station forecourt offering. Earlier in the week, it announced that it would deploy new payments and commercial fuelling technology as part of a partnership with mobility technology provider Vontier.

---