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L’Oreal sees 7pc overall purchase conversion rate after mobile bar code effort

April 4, 2012

SAN FRANCISCO – L’Oreal saw a 7 percent overall purchase conversion rate when it ran a mobile bar code campaign in New York taxis that specifically targeted fashionistas during Fashion Week.

During the “Mobile Apps: Creating Utility and Driving Downloads” panel at ad:tech, a SpyderLynk executive discussed results from the company’s recent campaign with Glamour and L’Oreal. SpyderLynk implemented its SnapTags into the Glamour and L’Oreal campaigns to help the companies better engage its users.

“During Fashion Week this year, we deployed our SnapTags in New York taxicabs,” said Nicole Skogg, CEO of SpyderLynk.

In February, L’Oreal and Glamour introduced a new shopping experience that let consumers view how-to videos, which featured Yves Saint Laurent and Lancome beauty products.

Additionally, consumers had the option of buying the products by scanning the SnapTags that were deployed in the taxis.

When consumers scanned the mobile bar code they were redirected to a mobile-optimized page where they could shop the products.

According to Ms. Skogg, nearly one out of every three people who got in the cab snapped the mobile bar code – a seven percent overall purchase conversion rate.

In addition, a quarter of those who snapped the SnapTag purchased the featured products.

“The people who snapped were not just poking around — they were on a mission to buy,” Ms. Skogg said.

“For the brand, they were able to drive sales,” she said.

Although the results may seem small, the campaign was targeted for a niche demographic.

Glamour was targeting fashionistas attending Fashion Week.

In addition to the L’Oreal campaign, SpyderLynk worked with Glamour on its September issue.

Several retailers placed SpyderLynk tags on their advertisements within Glamour’s September issue.

Readers were encouraged to download the Glamour Friends & Fans application in Apple’s App Store for free to participate.

The strategy was to get readers to scan the mobile bar code to connect with the participating brands and retailers.

Additionally, brands and retailers such as the Gap and Smashbox, offered users an incentive such as a discount when they scanned the SnapTag.

In total, there were 250,000 snaps and 100,000 of them unique.

Currently, SpyderLynk is working with Glamour to deploy more of its SnapTags in the publication’s September issue.

“We thought about the consumer and the marketer, but most importantly, it was a seamless experience,” Ms. Skogg said.

“The marketers got Facebook “likes,” they got the purchase intent and tons of press,” she said.

Final Take
Nicole Skogg is CEO of SpyderLynk 

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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