Customers scan a QR code printed in the brochure, and are taken to a host page where they can start scanning items – without any need to download an app.
The technology, engineered by Phuzion Media, was introduced to Waitrose by Eye to Eye Media, which produces magazines and brochures for the supermarket.
Every product in the brochure is scannable, and the technology requires no changes to photography or post-production treatment.
Connecting print readers directly to online checkout is a powerful tool for improving shoppers’ experience, and will also directly benefit Waitrose’s market analytics, according to Jake Hopkins, production director at Eye to Eye.
He told Printweek: “We had the objective of expanding the reach of the brochure, simplifying the customer journey, and offering a fully integrated mechanic into the business.
“The snap-to-shop technology connects print to a wider omnichannel audience and the printed brochure has a different function to the online experience.
“With a physical, tactile brochure, customers can indulge in the fantasy and anticipation of Christmas, making decisions in their own time, in the comfort of their own home, without the noise associated with viewing on screen, before they order online.”
The high-production value 72+4-page glossy, printed by Walstead Group at its Roche facility, offers the supermarket a better opportunity to showcase each product compared to online, he added.
“We know Waitrose customers enjoy picking up brochures in-store with engaging content and high-quality production values,” Hopkins said, adding that the team was extremely happy with the finished product from Walstead.
He added: “As an award-winning agency we pride ourselves on producing world-class photography and content that showcases the quality and deliciousness of the products. Huge attention is paid to the production values, including the profiling of proofs to match on press.”
Printed on Walstead’s Manroland Lithoman IV, with covers on the firm’s six-unit Komori with in-line varnish, the 245x200mm portrait brochure was printed on 70gsm Sappi Galerie Fine Bulk, and perfect bound with 200gsm covers.
“It’s an exciting product, integrating print and digital,” said Ian Worthington, business development manager at Walstead.
“It’s a great example of how the technologies can combine. Obviously, digital has that advantage over print that you can measure the data, whereas with print it’s a little bit harder – so now, they get the digital tracking, but are still relying on print for that impact.
“It’s all been delivered now, and I hope they get some good results.”
While the campaign is still in an early phase, results are indeed looking promising, according to Hopkins, despite it being the media agency’s first time using the technology.
“It’s early days, but we’re already seeing great results – and we’re not even in November,” he said.
“More importantly, it’s helping Waitrose capture valuable data on customers’ habits for future projects, too.”
Stefano Biondi, co-founder and director at Phuzion, added: “We are so pleased to have been appointed by Eye to Eye Media to support Waitrose as its retail media partner in activating its key Christmas publication.
“We were chosen for our light-touch technical implementation and ease of consumer use. Our solution is the only one that can connect offline print to wider omnichannel capabilities for brands without detracting from or changing the creative production.”
