Victoria's Secret (NYSE:LTD) is likely to boost holiday m-commerce sales with its new augmented reality feature. Built into the retailer's mobile app for iPhone and Android devices, the new technology is designed to work in tandem with its new winter catalog.
In the app, shoppers are able to point the camera on their mobile device at the item from the catalog they are interested in. The feature then directs the user to the item on the Victoria's Secret mobile shopping site, where they can find product information such as reviews and sizing and purchase the product. In addition, Victoria's Secret shoppers can unlock bonus content using other specially designed icons.
Smartly, an insert in Victoria's Secret's winter catalog includes a call-to-action, instructing shoppers on how to use the mobile-enabled pages with its app.
"It makes total sense for Victoria's Secret to integrate augmented reality into their own app as opposed to using a third-party branded app" Ritesh Bhavnani, chairman of Snipp Interactive, a mobile marketing services company, told Mobile Commerce Daily. "It allows them to push the technology out into their existing base of app users easily. Additionally, as a brand you want to reinforce your brand identity as opposed to a third-party app brand. It provides your users with a more coherent experience."
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