Magazines Exploit Mobile Commerce With Snap-To-Buy

SpyderLynk is helping magazine publishers cash in on mobile commerce with the launch of Snap-to-Buy, which allows consumers to engage in a range of actions -- including purchasing products -- by scanning SpyderLynk SnapTags in print publications with their mobile devices.

When first-time consumers can use SpyderLynk “Buy It Now” or “Shop the Look” SnapTag in a printed ad with their mobile phones, they are asked to enter a credit card number to complete the purchase. The e-commerce platform then stores the number in an encrypted mobile wallet to enable the consumer to make future purchases via the same system without having to re-enter the credit card number, or enter log-ins or passwords.

The SpyderLynk SnapTags don’t require smartphones -- only cell phones equipped with cameras -- to work.

The new mobile commerce SnapTags are being deployed by Glamour magazine on behalf of L’Oreal USA in an unusual taxi-based campaign during NYC Fashion Week, scheduled for Feb. 9-16. L’Oreal is sponsoring free taxi rides between Fashion Week events for attendees, during which passengers will be shown video ads highlighting L’Oreal’s Yves Saint Laurent and Lancôme beauty products on digital screens, now standard in NYC cabs.

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The “Shop the Look” SnapTags are included in print ads which will be positioned on taxi seatbacks next to the video screens, explaining how to get the look in the video. Passengers inspired by this truly “mobile” advertisement can purchase the product right there.

Bill Wackermann, Condé Nast publishing director for Glamour and W, stated: “In today’s transactional world, marketers expect Glamour to drive intent and consideration among consumers -- you have to produce more than an ad, you have to produce an experience. Working with SpyderLynk helps further our goal to influence consumer shopping beyond the magazine.” 

This is just the latest in a series of collaborations between Glamour and Spyderlynk. In September 2011 the magazine featured “Social SnapTags” throughout its editorial and advertising pages, encouraging consumers to join brands’ social networks. Reader engagement for this successful campaign totaled 512,339, and readers “liked” Glamour’s advertisers 50,814 times. Conversion rates for several key metrics were also higher than traditional advertising alone.

For example, among readers that snapped or scanned the Social SnapTag, 67% liked the magazine or brand in order to access deals, and 18% shared those deals with friends. Advertisers in Glamour’s September issue also ran SnapTag campaigns integrated with sweepstakes, as well as promotional discounts, coupons and free samples. Here, sweepstakes and sample offers provided the highest conversion rates, at 85%, while discounts and other promotional offers followed with a 71% conversion rate.

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