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05 NOVEMBER 2010

Esquire uses 2D bar codes within magazine for mobile commerce

"By using the mobile device's camera and the ScanLife application, Esquire readers can scan the feature's bar codes to instantly buy items of clothing and accessories seen within the magazine article. ...

Each article of clothing in The Esquire Collection has its own unique black–and–white 2D bar code. When consumers scan the code with their device's camera, a menu will appear on screen that lets them perform several functions, including buying the item.

The Buy Now feature on the menu lets readers buy an item, get an itemized description and obtain additional information about items seen directly in the magazine.

Consumers can click Learn More About This Item to be taken to a URL where they learn more about the product, the brand, or alternative versions of the product.

Scanning a bar code will also give consumers the option to be redirected to a URL where they can enter their ZIP [post] code and find the brand's nearest retail location.

An update in the near future will let the GPS on the mobile device alert readers to the location closest to them.

Additionally, the scanned bar code will bring the user to an Esquire–branded URL that gives advice on how to style the item for his look or wardrobe."

(Chris Harnick, 4 February 2010, Mobile Commerce Daily)

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TAGS

2010 • 2D bar code • augmented realitybarcodecameraphoneclothingconsumerdigital mediaEsquire MagazinefashionGPS • Hearst Communications Inc • interactive magazine • locationmarketingmedia convergencemobilemobile browsermobile commerceold mediaprintprint mediapublishingQR codesQuick Response codescan • Scanbuy • ScanLife • smartphonetransformationURL • wardrobe

CONTRIBUTOR

Simon Perkins
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