Asos partners with Aurasma on scan to shop app

Asos is making its print magazine shoppable straight from the page, thanks to a new partnership with augmented reality technology company Aurasma.

The online retailer has introduced a “Scan to Shop” app that will enable the mag’s 450,000 readers to bring any one of 50 pages to video life via their smartphones, and then click to buy immediately from the Asos mobile site.

Asos has also incorporated a digital treasure hunt in the magazine, with hidden symbols leading to exclusive offers when unlocked.

Duncan Edwards of Asos Magazine, said: “We know our readers love fashion and their mobiles and this app unites the two. Our readers look forward to receiving the magazine in the post, but they also want the convenience and immediacy of shopping via their phones. Our new “Scan to Shop” app uses Aurasma to bring the two experiences – reading the magazine and shopping online – together seamlessly.”

To use the feature, readers must just download the Scan to Shop app from the App Store or Google Play.

The initiative sees Asos added to a rapidly growing list of fashion brands using Aurasma’s innovative image-recognition technology, included among them Net-a-Porter, Dunhill, Debenhams and most recently eBay.

Rachel is an award-winning business journalist specialising in fashion and technology. Alongside her work setting up and running Fashion & Mash, she regularly contributes to titles including Forbes, The International New York Times, The Daily Telegraph, Wired, The Business of Fashion, Fashionista, Mashable and more. She also acts as a consultant on digital strategy and innovation to leading retail and luxury brands, and a mentor to start-ups on the likes of John Lewis’ JLAB accelerator programme. She regularly speaks on such subjects at conferences around the world, including SXSW, CES, Web Summit and the Cannes Lions International Festival of Creativity. Rachel was awarded trade/B2B fashion journalist of the year by Fashion Monitor in 2015. She oversees the global #FashMash events including networking drinks, dinners and workshops. Rachel was previously based in New York as a senior editor for leading online fashion trade publication and trend forecaster WGSN, where she managed global coverage of the industry from a communications, branding and technology standpoint.