• by Chuck Martin , Staff Writer, June 10, 2019

It’s taken some time, but augmented reality is finally being used for some practical applications.

Companies including Overstock.com, Wayfair and Ikea now use augmented reality so at-home shoppers can visualize what a specific piece of furniture would like by virtually placing it at scale in the location they would want it.

Now a division of Columbia Sportswear Company is launching an AR app for shopping for technical gear.

The Mountain Hardwear (MHW) app features the retailer’s completely redesigned equipment line.

“We believe the ability to superimpose digital products and information on a user’s actual environment will change retail,” states Snow Burns, vice president of global marketing. “We don’t see technology as contrary to getting outside, we see it as an opportunity to enhance the experience.”

MHW tapped creative agency Transparent House to create the AR app, with renderings that can be toggled between environments and features like real-time lighting and shadows to make it more lifelike.

The AR applications are expected to be expanded, including to the Gore-Tex snow sports collection.

Current implementations of augmented reality, such as the MHW app, have come a long way from early AR.

Augmented reality is getting practical and useful.