Blog-Resize (14)Comptoir des Cotonniers launched 20-second mobile shopping today with a virtual boutique at the Publicis Drugstore on Champs-Elysées. Using the PowaTag app, which runs on a combination of Bluetooth, QR codes, JavaScript, audio sensors and instant payment authentication, customers can scan pictures of items and buy on their phone with just a few steps. Comptoir des Cotonniers plans to open 10,000 shopping points overnight on bus stops, Elle Magazine and Grazia, and deliver purchases within 48 hours.

 

According to L2’s Intelligence Report: Mobile & Tablet, mobile investments are crucial as a driver of in-store and e-commerce sales. In the U.S., hours spent on mobile surpassed desktop hours for the first time in May 2013, yet mobile accounts for just 10% of all retail sales. The gap can be explained by the fact that smartphone owners spend on average 15 hours a week researching products on their devices, meaning mobile investments are worthwhile for brands even if items are purchased elsewhere. By that standard, the Comptoir des Cotonniers effort will certainly be a success. Even if just a fraction of sales are materialized on PowaTag, the billboards or virtual boutiques can prompt those passing by to visit a store.

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