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Unilever ramps up mcommerce strategy via mobile bar code implementation

February 17, 2012

Unilever is letting consumers shop its Dove, Tresemme and Nexxus products via mobile bar codes featured on the company’s static ads in Glamour magazine.

In addition to the mobile bar codes, consumers can also shop the products through the Glamour Apothecary Wall in New York. Glamour has teamed up with SpyderLynk again to continue pushing its Glamour Friends & Fans app that lets consumers shop everything they love within the issue.

“Glamour and its advertisers are true innovators in the use of digital technologies to interact with consumers,” said Nicole Skogg, founder/CEO of SpyderLynk, New York. “With Snap-to-Buy technology they are creating a new point of access for consumers to shop and defining a totally new shopping experience for them.”

Unilever is among the brands advertising and using SpyderLynk’s snaptags with Glamour.

Scan me
In Glamour’s March issue, Unilever is promoting an array of its products.

The Dove magazine ad promotes the company’s VisibleCare Body Wash.

On the bottom right of the ad, there is a Snap To Buy Snaptag that encourages users to download the Glamour Friends & Fans app or snap a picture of the ad and send it to the short code 77865.

When consumers scan the Dove ad they are redirected to a mobile page that features the product and price and lets them checkout through their handset.

Consumers can buy the Dove products from their mobile device

Users can also “Like” the company’s Facebook page to further interact with the brand.

The Nexxus magazine ad promotes the company’s Frizz Defy haircare products.

Consumers who want to buy the products can scan the mobile bar code on the magazine ad and are redirected to a mobile page where they can buy the Nexxus Frizz Protection Shampoo and Conditioner.

Users can check the prices for the products before they buy it

In addition, users are encouraged to engage with the brand on its Facebook page by “liking” it.

The Tresemme ad features the company’s Shampoo and Conditioner Remedy.

Readers can like Tresemme’s Facebook page

Consumers can buy the products via their mobile device as well as “Like” the company’s Facebook page.

Unilever is showing that it is hopping on the mobile bar code bandwagon and realizing that an initiative such as this is a great way to engage consumers with static ads.

Bar codes galore
Unilever is not the only advertiser placing SpyderLynk’s Snaptags within Glamour.

Juicy Couture is also bringing its static ad to life and letting consumers buy products through scannable mobile bar codes.

Additionally, Express is letting consumers shop its mobile site and offering them a discount via the implemented mobile bar codes.

“Pushing the boundaries of print advertisements, Buy-it-Now SnapTags allow consumers to buy products on the spot that they see advertised,” Ms. Skogg said.

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

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One Response to “Unilever ramps up mcommerce strategy via mobile bar code implementation”

  1. Mobile Marketing Says:

    It’s great to see CPG companies using cross channel mobile marketing strategies. I’m a big fan of SpyderLynk snaptags and directing traffic to a responsive web site or mobile optimized landing page.

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