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 Arthur is the founder and editor of Fashion & Mash. By day, she’s the global senior editor of digital media and marketing at leading online fashion trade publication and trend forecaster WGSN, where she oversees coverage of the industry from a communications, branding and technology standpoint. She is a regular speaker on conference panels, an advisor on digital strategy to leading retail brands, and host for a monthly Google Hangout series with industry leaders. Her work can also be seen in The Daily Telegraph, Mashable, Dazed and The Business of Fashion. She is based between New York and London.