Coinciding with Back to School season, Target has launched "In a Snap," a new mobile app that allows shoppers to buy products off the retailer's print ads simply by taking their picture. The technology wasdeveloped in-house at Target by the company's marketing team and Rapid Accelerated Development technology team.
The image recognition app allows customers to skip more complicated QR Codes and links to access product information and then purchase. It now works in current ads for Target's Room Essentials, appearing in issues of Architectural Digest, Domino, Real Simple an more, as well as in Target's back-to-school catalog and on store signs at the Target Express store in Minneapolis.
The app, for now, is in a sort of beta mode. If it fares well this season, Target may continue using it in future campaigns. It's just the latest in digital shopping innovations the retailer is exploring. Previously, it debuted a shoppable branded content campaign, starring Kristen Bell.