London retailers will see the launch of a new technology that authorises payments when products are "scanned" by smartphones.
The technology, named PowerTag, will allow consumers to purchase items online, from the TV screen or from any medium where tags are displayed, by taking a picture on a smartphone.
PowaTag already has 200 retailers on board, both in Europe and the US, and the London launch will take place at a press conference on March 6.
CEO Dan Wagner believes the technology will drive omni-channel approach to retail.
“The retail landscape is changing fundamentally and the battle for customer loyalty is becoming more sophisticated with technology improving access to information. Against this background, traditional brick and mortar retailers need to radically overhaul the way they develop, present and distribute their products, providing new innovative technology-led ways for customers to browse and ultimately pay for their purchases,” he said.
“PowaTag will launch a retail revolution where stores can create a proliferation of ways through which they can deepen their engagement with their customers. Payment is one of the key ways shopping is changing for the better and we are thrilled to be a major part of this process.”