Home  › Marketing › Retail
glamour-wall

Video: Glamour's Shoppable Wall in the Meatpacking District

  |  February 16, 2012   |  Comments

2D products can be scanned and bought with mobile phones.

As part of its contribution to Fashion Week, Glamour Magazine has adorned a wall in New York's Meatpacking District with products that can be bought by anyone with a smartphone. The "Glamour Apothecary Wall" uses SnapTags, a type of scannable code developed by SpyderLynk. The tags appear next to a range of beauty and personal care items from the likes of Dove and Aveeno. Once purchased, the products ship to consumers for free.

The wall is on Washington Street, across from the Standard Hotel. On visiting, ClickZ was met by two smiling attendants Glamour has posted to help the clueless navigate the retail installation - really a souped-up poster. One of them, Michelle Bochynski, was game enough to record this two-minute video interview answering a few questions.

The technology will be featured in Glamour's upcoming March issue, with 21 advertisers displaying "Buy it Now" SnapTags next to their products. (ClickZ previously covered Glamour's plans for the issue.) In addition to buying the ads, readers will be able to "like" advertisers and share their purchases on Facebook.

One obstacle in the process: would-be shoppers must install a "Glamour Friends & Fans" app to scan and buy products - both for the wall and the magazine experience.

The effort is reminiscent of a mobile shopping experience created by Tesco in South Korea last year. In that experiment, subway travelers could scan QR Codes to purchase a variety of products from the retail giant.

Mobile payments provider Buck is supporting transactions for both the wall and Glamour's March issue, and pharmacist C.O. Bigelow is the magazine's branding and fulfillment partner. Earlier this week, C.O. Bigelow used Twitter to promote the wall:

Glamour, a Conde Nast property, and its partners installed the Apothecary Wall on Tuesday, and it drew numerous mobile shoppers during a Fashion Week event later that evening. On Wednesday, when ClickZ visited, Michelle and her fellow (also white-jacketed) attendant did not appear to have had many recent visitors.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs