Image recognition technology is becoming a popular way for retailers to enrich their marketing campaigns and link up the different channels – brands including Debenhams and Marks & Spencer have both tried it.
Shoe retailer Clarks is the latest to try it out. Four of its print adverts for its women’s spring summer lines use the technology, which works in a similar way to a QR code but doesn’t need the small black and white images that QR code technology relies on. The image recognition applications are programmed to simply recognise the image of a product. Consumers can point a smartphone or tablet computer at the print ads, and will immediately be shown the Clarks’ new TV ad. At the end of the ad, users can be taken straight to the online shop.
Users need to download a free app from Aurasma – the company providing the technology to Clarks.
The campaign itself has a whimsical feel and an English countryside theme as Clarks continues to build its fashion credentials and brand.
The technology might be advanced but it is a simple way of making print ads work harder – not only does the user see two forms of advertising rather than one, there’s a direct link to the online shop.
Retailers have so far used the technology in a similar way – with users being taken to TV ads and online stores – so perhaps the next stage will see other forms of content used, such as editorial articles or videos. Its potential is limited only by retailers’ creativity.
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