Target to create shoppable mobile ads

Target (NYSE:TGT) is one of the first U.S. companies to a sign a partnership with Shazam for the rollout of a new visual recognition platform. The mobile platform can now be used to photograph images on packaged goods and print media and transforms them into "dynamic pieces of content."

Here's how it works: Users with Shazam on their mobile phones open the app to start the camera. Then, the user simply waves the phone over any item with a Shazam camera logo on it or a QR code, and instantly interactive content, including special deals, appear. The platform also gives users the ability to purchase items directly through the app or share them with others.

The use of QR codes is becoming increasingly popular, as 24 percent of U.S. shoppers are now taking out their mobile phones in brick-and-mortar stores to scan these codes.

Previously, consumers with Shazam used the app to listen to music or watch television. Currently the app has more than 100 million monthly users, according to a Shazam company statement.

Several companies have signed on for the initial launch of the revamped app. Target, specifically, is working with Shazam to create shoppable print and TV ads accessible through a mobile phone. When Target guests "Shazam" an image, they will be able to engage with additional content and shop featured products on Target.com.

Target is working to stay at the forefront of retail technology and recently announced plans to roll out radio frequency identification technology later this year for pricing and inventory control.

Several other companies, including companies abroad, have signed on for the initial launch of the Shazam app, such as U.K. retailer Boohoo.

For more:
-See this Shazam press release

Related stories:
37% of shoppers comparing price via mobile while in store
73% of shoppers browse online, purchase in store
Target's profit's jump 52%
Half of shoppers prefer in-store to waiting for shipping
Macy's advances omnichannel strategy with same-day delivery

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