Lingerie retailers turn to technology

Retailers Ann Summers and Victoria’s Secret are turning to digital marketing and in-store technology to make lingerie shopping more interactive.

Ann Summers

Ann Summers is launching an augmented reality campaign called BlippTease, which uses the Blippar smartphone app to make its autumn campaign interactive. The retailer claims it is the world’s first augmented reality lingerie collection launch.

Customers can use the app to interact with ad posters in store windows and Ann Summers’ customer magazine MiniLogue and virtually try on its latest lingerie collections before making a purchase online or in-store. The photos can also be shared via Facebook or Twitter.

The augmented reality activity is part of a wider campaign launching on Monday (3 September) to promote its autumn collection. It also includes online activity.

Using the app, customers can also “blipp to buy” directly from the screen of their phone or tablet, or download an exclusive 10% discount for use in-store and online.

Fiona Davis, Ann Summers brand director, says the app can also help male shoppers buying gifts for women make sure they buy the right products.

Meanwhile, Victoria’s Secret is installing the biggest video wall of its kind in its second UK store due to open in London’s Mayfair this week and says the move marks its intention to put a multi-media experience at the heart of its retail strategy.

Digital screens are also embedded into the store’s displays so that Victoria’s Secret can provide consistent interactions across mobile, online and in-store.

It says that the multi-channel environment, which has been designed by PlayNetwork, aims to create a “sense of theatre, excitement and exclusivity” in the store.

The US lingerie cain is currently expanding its UK operations after opening its first store in Westfield earlier this month after several delays.

Hide Comments1 Show Comment
Comments
  • shailendra sharma 22 Dec 2016 at 6:22 am

    I like the concept, Agreed! Strapless bras, at least as I see them designed now, need the silicone. I’m sure that isn’t forever though! You should try these for yourself. I had success with them. Good luck!

  • Post a comment

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here