Shoppable tech broadens reach

Friday, July 16, 2021

Two more large publishers have made printed titles ‘shoppable’ using clever technology integrations.

You magazine: readers can now buy from the page
You magazine: readers can now buy from the page

DMG Media’s Mail on Sunday is using 'snap' tech to allow readers to buy "straight from the page" in You magazine, using their smartphones.

The option is live across editorial content covering fashion, beauty, interiors as well as the advertising pages within the title.

Readers scan a QR code or go to snap.you.co.uk to launch the ‘snap to buy’ option.

Guardian Media Group has teamed up with online grocer Ocado for a shoppable promotion via its Saturday Feast supplement.

Each recipe has a small QR code. When readers scan the code, all the ingredients for that specific recipe are automatically loaded at Ocado.com, ready to be added to the reader’s trolley if required.

The Guardian has opted for a QR-code based solution

Shoppable technology linking printed product with e-commerce is a powerful way for brands to increase engagement, and also provides a direct correlation between the printed product and associated purchases.

Tech provider Snap Vision has worked with a number of leading brands including fashion retailers and Westfield shopping centres.

Its technology works on mobile – including shoppable social feeds – the internet, and in “the real world”.

Earlier this year, Bauer Media turned to Phuzion Media’s visual commerce platform to make Grazia and Heat magazines shoppable.

 

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