Target launches new photo-capturing app

In a Snap allows in-app shopping

Target Snapp App

It can be surprisingly difficult for a consumer to pinpoint an item in-store that they’ve eyed in a print ad. Sometimes the item is sold out by the time a consumer arrives at the store, or it’s only carried in certain locations.

Target is testing a new mobile application that could help change all that. In the U.S., the big box retailer has introduced In a Snap, an iPhone app that recognizes select ads.

Using the camera on their mobile devices, consumers can photograph these ads to learn more about products, bookmark certain items and shop in the app.

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

In a Snap launched this month with ads for Target’s Room Essential brand in magazines such as Real Simple, Architectural Digest and Domino. It has also been incorporated into the retailer’s back-to-college catalog.

Target’s Rapid Accelerated Development (RAD) technology team developed the ad in concert with the retailer’s marketing team.

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