Shop Direct in push to link print to digital marketing
Shop Direct aligning its print catalogue and burgeoning online business by integrating augmented reality into magazines to drive cross-platform engagement.
The retail group, which owns brands including Littlewoods, Very and isme, is building on its heritage in catalogue-based retailing by modernising magazines with technology provided by Aurasma.
It is trialling the technology with its first interactive editorial in the April edition of the Littlewoods.com bi-monthly magazine.
An image of celebrity interior designer Laurence Llewelyn-Bowen will initiate a behind-the-scenes video of the designer, which will introduce his range of homewares when a mobile device equipped with the Aurasma app is pointed at it.
After the trial, the retailer is planning to introduce augmented reality content across its entire brand portfolio.
Gareth Jones, group retail director at Shop Direct, said: "Bringing our printed publications to life with exclusive and interactive video content will help us to drive further cross-platform engagement with our brands and to increase traffic and conversion."
Follow Matthew Chapman at @mattchapmanUK
This article was first published on marketingmagazine.co.uk
- On-Air Creative / Creative Executive Discovery Communications Very Competitive with excellent benefits, London (West), London (Greater)
- Commercials Producer/Director Searchlight Recruitment An attractive salary is available to the successful candidate. , London (Central), London (Greater)
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Account Executive - Integrated Marketing Stonor £21,000, London (Greater)
- Planner Stonor £60,000 to £65,000, Berkshire
- Pimm's launches weather activated OOH campaign
- Managing director Paul Hayes to leave News UK after 15 years
- Tango returns to advertising after two years with off-brand TV ad
- Vizeum on alert as 21st Century Fox review includes £150m European media
- Why D&AD's first Black Pencil for Radio in 32 years is significant
- Procter & Gamble YouTube video banned