Glamour Pulls a Homeplus-inspired Shoot-to-Shop Move for Fashion Week

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Shopping at the Glamour Apothecary Wall
Shopping at the Glamour Apothecary Wall

Glamour magazine has set up a shoppable wall in New York that's reminiscent of Tesco's virtual supermarket in a South Korea subway station last summer and Procter & Gamble's similar effort in Prague last fall.

Much like its overseas predecessors, Glamour's shoppable wall lets consumers scan 2-D barcodes with an app on their phone to buy real products for home delivery.

The Glamour Apothecary Wall stemmed directly from Tesco's effort. "We thought 'How can we bring that here?'" said Bill Wackermann, exec VP-publishing director of Glamour, part of Conde Nast. "We're not about supermarkets, but we are about beauty products."

The wall is stocked with items from Unilever , C.O. Bigelow, Johnson & Johnson , John Frieda, Elizabeth Arden, Clearasil and Versace. "Some of these accounts are longstanding advertising partners of Glamour, people that are willing to take an innovative step forward," Mr. Wackermann said.

Glamour is again using SnapTags from SpyderLynk as its 2-D barcode provider. The magazine used Facebook-enabled SnapTags in its September issue and SnapTags set up for e-commerce in its March issue. Separately, it has just introduced a redesign meant to help ad-page sales and newsstand traction.

The wall, across from the Standard Hotel in Manhattan's Meatpacking District, will be up through next Tuesday.

Glamour's virtual shop
Glamour's virtual shop
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