Target Corp. is using mobile technology to try to get more out of its print ads. 

The retailer said Monday it had launched In a Snap, an image recognition app for Apple devices that lets users easily buy Target items they see in ads. “In a Snap recognizes select ads, makes a ‘snap’ sound to let you know when it’s ready, and then shows you additional info about each product in the ad, making them easy to immediately purchase or consider later,” the retailer said.

This story first appeared in the July 22, 2014 issue of WWD.  Subscribe Today.

The app works with the retailer’s back-to-college catalogue as well as its ads in Real Simple, Architectural Digest and Domino, which feature its Room Essentials brand. It will also work with store signage in the new Target Express store opening this week in Minneapolis.

In a Snap was conceived by Target’s marketing group and built with the retailer’s Rapid Accelerated Development technology team.

“This new app is another example of Target’s ‘test-and-learn’ approach to continue building omnichannel capabilities that meet the needs of today’s digital-savvy shoppers,” the retailer said.

If customers like the app, Target will consider using it with future campaigns.

The company has been trying to up its digital game, particularly since firing chief executive officer Gregg Steinhafel in May in the wake of a cyber attack that gave hackers access to customer information.

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