US men's underwear label 2(x)ist is targeting commuters in New York's heavy footfall hotspots during the holiday period with shoppable ads on billboards and bus shelters.
The virtual storefronts feature campaign imagery relating to the brand's latest underwear range, which smartphone users can shop by downloading PowaTag – a free m-commerce app developed by UK-based mobile payments company Powa Technologies. The app enables users to make one-touch payments on images within print displays, television commercials and online media that have been embedded with its patented electronic tag technology.
Users simply point the phone's camera at a tagged product to scan it. Once detected, a second screen appears allowing users to select their preferred size or colour, while a Pay Now button sends payment information directly to 2(x)ist to complete the purchase. On downloading the app, personal information such as shipping and credit card details are entered just once, allowing them to make future purchases extra speedily.
In addition to physical billboards, app users will also be able purchase directly from a 60-second video advertisement being played in 8,000 New York yellow taxi cabs via audio tags that can be detected by a smartphone's microphone. For more on media-integrated shoppable spaces, see Virtual Stores and Media Facades, part of our Anywhere Retailing Industry Trend, and also our coverage of the Media Facades Summit.
See also Holiday Pop-Ups 2014, Kate Spade: Shoppable Hoarding, and Commuter Commerce, part of our Roaming Retail Industry Trend, for more on the value of streamlined retail services targeting consumers on the go.