Best Reading of the Day - Entry 0121 Victoria's Secret Mobilizing Direct Mail

At the end of every week we see a pile of printed ads for the local supermarkets.  Every week.  Every week I pitch them in to recycling often without even a glance.

Can we digitize such things?

Not yet but Victoria's Secret is at least providing a digital interaction that is meaningful.

Their mobile app will be used to interact with direct mailings.  This is similar to what Walmart is doing.  Here is the article:

http://www.adweek.com/news/technology/victoria-s-secret-s-new-app-mobilizes-direct-mail-157993

Here is a snippet from that piece:

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.

Happy Reading,

J.W. Gant