Victoria’s Secret’s New App Mobilizes Direct Mail

Latest retailer to embrace augmented reality

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While a number of different retailers continue to struggle in building mobile apps that keep people coming back, Victoria’s Secret’s college-focused Pink is taking a different approach by integrating its efforts with more traditional marketing tactics. 

The lingerie retailer’s iPhone and Android app uses a smartphone’s built-in camera to scan images and pieces of marketing collateral. For example, additional digital content is unlocked by hovering a mobile device over a piece of mail, per a call-to-action that pops up when the app is first opened.

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