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.