Mobile Commerce Daily is now Retail Dive: Mobile Commerce! Click here to learn more!

Juicy Couture drives perfume sales via commerce-enabled mobile bar code initiative

Glamour has teamed up with SpyderLynk again to continue pushing its Glamour Friends & Fans app that lets consumers shop everything they love within the issue. The app is available for free download in Apple’s App Store.

“We all recognize that taking a holistic approach to mobile activation has the opportunity to deliver more consumer value and greater benefit to marketers,” said Jane McPherson, chief marketing officer at SpyderLynk, New York.

Juicy Couture is among the brands advertising and using SpyderLynk’s snaptags with Glamour.

Buy me now
The Buy It Now Snaptags are featured throughout Glamour’s March issue.

There is also a full-page dedicated to educating readers where they can shop products featured on the pages of the issue by scanning the mobile bar codes with their mobile device.

After readers download the mobile app they can hover their device over any of the Buy It Now snaptags.

The Juicy Couture ad promotes the company’s Viva La Juicy perfume with the Buy It Now snaptag featured on the bottom right hand corner.

Readers are encouraged to scan the mobile bar code with the Friends & Familiy app or snap a picture of the ad and send it to the short code 77865.

After scanning the Snaptag, readers are taken to a mobile page that describes the Juicy Couture perfume and lets users buy it for $89.

The Juicy Coutre dedicated page

When consumers are ready to check out, they are informed that the perfume is purchased through Users then type in their name, address and credit card information to purchase the product.

Consumers can buy the perfume via their mobile device

In addition to purchasing the perfume, consumers can “like” the company’s Facebook page to further engage with the brand.

Other companies that are making their static ads commerce-enabled include Express, John Frieda and Tresemme.

“We are seeing more advertisers use Snaptags for marketing, social and commerce engagements,” Ms. McPherson said. “What is really exciting is that marketers are now able to integrate marketing, social and commerce into a single engagement.”

Past efforts
Last year Glamour partnered with SpyderLynk to place the company’s Snaptags on advertisements within Glamour’s September issue.

Gap was among the brands advertising and using SpyderLynk’s Snaptags. When readers scanned the Gap snaptag, they were taken to a mobile page with a box that read “Like Gap and get 40% off any regularly priced item.”

After users liked Gap’s Facebook page, another message popped up that read “Thanks for Liking Gap! Use promo code GLAMOUR to receive 40% off any regularly price Gap item (in-store only). Promotion ends 9/6/11” (see story).

The Buy It Now initiative proves that magazines are offering advertisers another channel to engage with readers.
Mobile bar codes are all the rage and adding a commerce element that lets readers shop the pages of the issue is a smart move for Glamour.

“We are seeing brands integrating Snaptags across their entire marketing mix,” Ms. McPherson said. “They are crafting campaigns serving the right message at the right time to influence, engage, convert or create social connections depending on the opportunity or media placement.

“This comprehensive approach to mobile is giving marketers the ability to model, segment and better target consumers,” she said.