Unilever has announced that it will be providing mobile consumers with the ability to shop for products within the Dove, Nexxus, and Tresemme brands through the use of mobile barcodes that have been printed as a part of their Glamour magazine ads.
Beyond using these magazine-based mobile barcodes, shoppers will also be able to buy products from those brands using New York’s Glamour Apothecary Wall. Glamour has been working with SpyderLynk – a company with which they have previously done business for mobile marketing – to help to drive their Glamour Friends & Fans app forward. The app is designed to allow consumers to purchase whatever they want from within the issues of the magazine.
According to the CEO and founder of Denver-based SpyderLynk, Nicole Scogg, “Glamour and its advertisers are true innovators in the use of digital technologies to interact with consumers.” Scogg went on to say that through the use of the snap-to-buy technology, the magazine is developing a new way for consumers to be able to gain access to the products that they like and want, within a fun and engaging shopping experience.
Unilever is among one of several brands that are taking advantage of the snaptag opportunity from SpyderLynk in Glamour magazines.
The March issue of Glamour will include a number of different Unilever product promotions. One example of this is the ad in the magazine for Dove, which will promote the VisibleCare Body Wash from that brand. At the lower right hand side of the advertisement, there is a snaptag that allows consumers to snap-to-buy. Scanning the code or sending the 77865 shortcode redirects the user to download the Glamour Friends & Fans app where they can see the price of the product, view information about it, and make a purchase using the mobile device.
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