It’s been talked about for years and is finally here: Snap-to-Buy technology allows shoppers to transform a static advertisement into a mobile shopping experience.
Glamour magazine and L’Oréal USA recently deployed Snap-to-Buy SnapTags that allow consumers to purchase advertised products in one seamless mobile transaction. Consumers simply snap or scan the “Buy it Now” SnapTag to purchase an advertised product. (A smartphone is not required, just a standard camera-enabled mobile phone, but smartphone users can download an app if they would rather scan the “Buy it Now” SnapTag.) Shoppers simply enter their credit card information and they’re done. The data is saved in a fully-encrypted mobile wallet that can be used to make future Snap-to-Buy purchases with a single click.
Created by SpyderLynk, the technology is billed as the first-to-market mobile commerce solution that closes the loop for publishers and advertisers, allowing them to take traditional media right to the intersection of social and m-commerce. The Snap-to-Buy SnapTags are reported to be fully customizable. In addition, the technology lets consumers do everything from “liking” a brand on Facebook to obtaining additional product information and scoring/redeeming offers to purchase products.
The program launched during NYC Fashion Week with “taxi shops” introducing consumers to the technology via how-to videos featuring L’Oréal USA’s Yves Saint Laurent and Lancôme beauty products.