The West Australian newspaper has launched a ‘point and pay’ service enabling readers to buy products instantly from print advertisements by scanning the page with their smartphone.
The technology was launched in The West Australian’s The Weekend West (Saturday, 28 July), with a four-page advertising lift out enabling consumers to purchase products directly with their smartphone.
West Australian Newspapers sales director David Bignold said: “This is the next step in the evolution of print media. We’re excited to be the first daily newspaper to launch a fully transactional space to help local retailers reach consumers. more effectively. This is just one example of how we’ll be incorporating innovative digital content into our traditional portfolio.
The point and pay service provides retailers with all the tools necessary to transact via smartphone, from QR Code technology to the mobile shopping cart, through to fulfilment and courier integration.
The process is instant and secure. Readers are prompted to follow three steps: download a QR code reader app, scan the product then checkout and pay by credit card or with a PayPal account.
Point and Pay managing director Damian Cook said: “The consumer path to purchase has clearly shifted to mobile, and we are committed to providing innovative solutions to help traditional media capture this new consumer. The mobile commerce revolution is here to stay and we want to provide media and retailers with opportunities to better connect with consumers no matter where they are.
In an increasingly social, mobile and digital world, this move sees traditional media establishing ‘second-screen’ appearances as Australians increasingly use multiple platforms to consume media. Australia has the second highest smartphone and tablet penetration in the world, and PayPal expects to handle $10 billion in transacted mobile payment volume globally this year – that is more than double the volume processed last year. Vox Populi: State of the Media Democracy Survey, Deloitte, 2012