Bar codes have been appearing in magazines and in other print media advertisements for a while, allowing smartphone users to click a photo of the black-and-white boxes to be redirected to retailers’ sites, but now the technology is making its way to television commercials,reports the New York Times.
Fashion retailer Bluefly is airing bits of "Closet Confessions" interviews with celebrities such as Bethenny Frankel, who had starred in "The Real Housewives of New York City," in advertisements that include bar codes that link viewers to a complete episode and discounts at its site, the story says. "This is new for us, but we expect our page views to double," says Bluefly’s chief marketing officer Bradford Matson.
While the technology is widely used in Asia and Europe, it’s a relatively small market because there’s no standard code and the number of smartphone users with the right software is a relatively small pool, the story says. Bluefly says the campaign has boosted sales from "Closet Confessions" fans, with their average shopping orders jumping to $450 from $300, the article adds.