L’Oreal to deploy mobile technology to enhance consumer buying procedure

By Andrew MCDOUGALL contact

- Last updated on GMT

L’Oreal to deploy mobile technology to enhance consumer buying procedure

Related tags: Advertising, Marketing

L’Oreal USA has teamed up with a new mobile app that enables consumers to buy cosmetics by scanning them in stores or by scanning adverts with their smartphones.

The mobile platform PowaTag uses unique technology to transform any consumer touch point, from print and TV advertising to eCommerce, retail stores and social media into a platform for mobile transactions, promotions on a person's smartphone.

By using this technology, it can enable consumers to avoid long lines at the checkout, as well as helping to solve the problem of not having a product in stock.

"L'Oreal has recognized the great potential to engage with their customers anytime, anywhere with PowaTag,"​ says Dan Wagner, CEO and founder of Powa Technologies.

"PowaTag provides a way for consumers to deepen their engagement with their favorite brands and being one of the world's largest advertisers, the possibilities of what can be achieved for L'Oreal through a smartphone are endless.”

Scan and go

It works by allowing consumers to scan codes on marketing media such as in a magazine, taking the consumer to an immediate point-of-sale for a one-touch checkout. It can also be embedded into social media and emails, as well as in physical locations using Bluetooth devices set up around the store.

“Mobile devices have become the go-to method for people to explore and connect with brands and PowaTag is rapidly becoming the standard for the world's leading companies,"​ adds Wagner.

Alongside interacting with print and electronic advertising, instant purchases can also be completed online through PowaTag on both mobile and desktop.

"L'Oreal has led the beauty industry for more than 100 years because of our unrelenting drive to innovate for our customers,"​ says Marie Gulin-Merle, Chief Marketing Officer at L'Oreal USA.

"Through this exciting partnership with PowaTag, we see a new way to merge the online and offline worlds of our customers, adding value to their lives and bringing ease and convenience to their mobile shopping experiences."

 

Related topics: Market Trends, Digital

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