An app which recognises normal ads without QR codes or similar is helping to improve customer engagement by allowing them to buy products through the technology in just seconds.

PowaTag transforms existing marketing media such as billboards, printed materials and ads into dynamic and immediate points of sale, by allowing the consumer to check out instantly online with one-touch using a mobile or tablet device.

Through linking the transaction directly to the advert, PowaTag can give companies insight into ROI, down to the level of highlighting the most productive place for an individual advert. For the first time, brands can break through the anonymity barrier which obscures offline shoppers, developing truly personalised customer engagement.

Dan Wagner, eCommerce veteran and CEO of Powa Technologies, said: “There are a number of barriers which usually get in the way between seeing an advert and purchasing the product – your local store might be out of stock, or you might get interrupted as you go through online checkout, or you might simply forget about the product.

“By enabling consumers to buy directly through the advert in seconds, brands can be confident that their advertising budget is delivering real returns.

“For the very first time, brands can measure the true impact of their campaigns, tracking which individual advert promotes the most sales and amongst which demographics.

“PowaTag can collect the data which says an advert in Vogue converted into more sales than a billboard at Piccadilly Circus, or the insight which says an individual consumer really likes red shoes but isn’t so interested in black ones.

“Given the tremendous expenditure which advertising swallows up, these metrics are an invaluable means to develop directed advertising and personalised customer relationships.”

PowaTag gives shoppers the power to complete purchases anywhere, anytime, using a variety of triggers such as listening to watermarks hidden in broadcast audio or scanning URLs embedded on social media, iBeacons, JavaScript and NFC technology.

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