Online retailer Very.co.uk has announced that it is to pilot Blippar functionality in a four page fashion advertorial, due to appear in Fabulous magazine this Sunday.
The augmented reality technology will allow readers to interact with nine outfits displayed in the ad by viewing catwalk footage, behind the scenes material, and one click access to the very.co.uk website.
Dan Rubel, head of marketing at Very.co.uk, said: “Introducing augmented reality into our print and outdoor advertising is a natural step that we’ve been looking at for some time.
“By removing the need to hold your mobile device still over an image to view video footage, Blippar has succeeded in refining the concept of augmented reality. This makes it easier and smoother for shoppers to use when on the move or viewing lengthier rich media content.
“Almost a third of the traffic to our website now comes from mobile devices and we know from customer feedback that Very.co.uk shoppers like to browse and buy our products and engage with our brand while on the move. We hope that adopting a number of new and innovative mobile functionalities will help our customers to make more informed decisions about which of our collections and products will suit them best.”