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Superdrug customers can buy from the pages of its magazine using mobile

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Superdrug customers can now use their smartphones to watch videos and buy goods straight off the pages of the retailer’s own magazine, Dare, using their phone camera and digital watermarking technology.

Readers of the Dare February issue will be able to use their smartphones to view interactive video content and access exclusive news and tips by scanning digital watermarks embedded in the magazine. The project will be extended this year to also allow for the purchase of goods from the page.

The new-look magazine, published by the River Group, now mirrors Superdrug’s “take another look” marketing message and is distributed in-store and on the street in London. Street distribution will expand to eight major UK cities in March.

The revamped magazine is the company’s latest attempt to narrow the gap on market-leader Boots. Last month Superdrug announced it is to launch a loyalty scheme to rival Boots’ Advantage card.

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