Ralph Lauren Goes Mobile with AR Codes

By Editor Wireless and Mobile News on August 15, 2008 7:17 PM

Ralph Lauren is making luxury shopping more mobile with the launch of http://m.ralphlauren.com/ and use of QR bar codes. This new mobile website makes it easier for mobile access because their website is almost all executed in Flash, a software not available in many web phones even the iPhone.

Ralph Lauren is the first luxury retailer in the U.S. to directly launch m-commerce while incorporating Quick Response (QR) codes in advertisements.

By leveraging QR code technology, users can shop via their camera phones by scanning the QR code appearing in print advertisements, store windows and mailers, which will link them directly to a special Ralph Lauren website, where they can shop, watch tennis videos and read company content.

"Our Company is experiencing growth on all fronts and this opens up a new channel for us. We are thrilled to be pioneering m-commerce and QR codes in the U.S. We look forward to embracing this new technology and breaking ground with innovative ways of connecting with our consumers," said David Lauren, Senior Vice President of Advertising, Marketing and Corporate Communications for Polo Ralph Lauren.

QR codes have become mainstream in Asia and are quickly spreading throughout Europe, with this technology being increasingly adopted in the U.S. As more new phones with preinstalled reader software are introduced to the market, it is expected that QR codes will become prevalent in the years ahead. Already mobile commerce in Japan exceeds traditional computer-based e-commerce and with this mobile technology, Polo Ralph Lauren is helping lead America in this revolutionary direction.

The QR code, a two-dimensional symbol that holds a large volume of information including URLs, when detected by the phone's reader software will automatically connect the mobile user to a specified internet portal, simply by holding the mobile device over the given symbol or photographing it. Mobile users without a camera or QR reader can visit m.ralphlauren.com via their phone browser to access the m-commerce site and the tool for QR software download. All Polo Ralph Lauren m-commerce transactions are secure and feature Secure Sockets Layer (SSL) to ensure safe transfer of information. Standard shipping on all m.ralphlauren.com purchases will be complimentary.

Right now, you can purchase anything from the Ralph Lauren US Open collections and our RL Classics shop as well as our iconic Ricky Bag. In the coming months, products will be available.