A LANCASHIRE based shoe company has released the UK's first shoe range to incorporates augmented reality technology.

This means that Skelmersdale-based Hotter Shoes will be enabling customers to try products for fit, colour and design virtually, without needing to leave their own home.

This will be done via an app, developed by the company and technology firm WANNA.

Hotter Shoes chief commercial officer Victoria Betts said: "We’re thrilled to be leading the way in the industry, as we continually focus on innovation to provide the very highest quality customer service alongside developing fantastic product ranges.

"It’s amazing to think people will be able to try shoes on while in the comfort of their own home, ordering straight to their door with the peace of mind that their new shoes will fit well and look great.

"Coupled with the technology now available across all of our stores, we will be offering convenience, precision fitting and high quality service every step of the way.

"Each of our stores will hold less inventory than before the pandemic as we recognise customers will expect a more experiential service than ever before when shopping on the high street."

Hotter’s app uses foot scanning technology which allows customers to take photos of their foot, which the app’s technology uses to recommend shoe size and width size.

Users will be able to see a visual image of the fitted shoe.

The shift to using virtual technology has partly been driven by the recent lockdown restrictions, forcing companies like Hotter to devise new ways of interacting with customers.

Ms Betts said: “Like all retailers across the world, we have seen a phenomenal shift to online transactions on our website and app in the last 12 months, we have reacted quickly to give consumers choice.

"This major investment across our stores and app mean that our core principles of comfort and fit are delivered no matter where the customer is at the time of purchase.”