French Connection has become one of the first brands to experiment with Google’s visual search technology, Google Goggles, in a bid to provide shoppers with quick and easy access to video content from its UK store windows.
Users need only take a photograph of the high-street retailer’s posters with the app to access a host of videos created by the brand, including the autumn/winter 2011/12 campaign (as below), alongside additional exclusives.
The application is integrated with Google search on Android devices and the iPhone. It scans images and then matches them against a library of virtual images, pulling in all relevant search information.
“We are lucky as a brand as we make a lot of content, but sometimes we can’t afford to get it all out there. By snapping a window with your Android or iPhone you can be delivered content that is not only relevant and engaging but is actually quite cool as well,” said William Woodhams, director of marketing and PR at French Connection.
The scheme was launched on September 19, initially as a trial in the retailer’s Westfield Stratford City and Westfield London destinations.