Glamour woos New Yorkers with "shoppable wall"

02/15/2012 | Advertising Age (tiered subscription model)

New Yorkers can now buy beauty products by using their mobile devices to scan a "shoppable wall" of barcode-tagged images erected by Glamour magazine. The project is inspired by an acclaimed campaign that saw Tesco turn a Korean subway platform into a virtual supermarket. "We thought, 'How can we bring that here?' We're not about supermarkets, but we are about beauty products," said Glamour publishing chief Bill Wackermann.

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