The trend for virtual shop windows continues in New York this week, with Glamour magazine offering consumers the chance buy a range of beauty items during Fashion Week.

This scannable display differs from previous QR code shop windows however as it uses SnapTags developed by SpyderLynk.

To buy an item consumers must download the ‘Glamour Friends and Fans’ app, then scan the code next to their chosen product.

The app then links the user to an e-commerce site where they can make a purchase using mobile payments provider Buck. Products are then delivered free of charge to a chosen address.

Glamour has signed up 21 advertisers to its ‘Apothecary Wall’ and the product tags will also feature in the March issue of the magazine.

This follows on from a trial within Glamour’s ‘social edition’ from September, which produced 512,339 engagements among a circulation of 2m readers – just over 25%. A piece of editorial explained to readers that they could ‘like’ advertisers on Facebook via the SnapTag-enabled logos dotted around the magazine, highlighting that this would lead to exclusive discounts for their products. Response was positive, with advertisers collecting over 50,000 interactions.

At the time, readers also needed to download the ‘Glamour Friends and Fans’ app – which the magazine now seems to be building social campaigns around.

This development is likely to have been influenced by Tesco’s subway-based shopping wall in South Korea.

Its virtual shop window on the subway helped it become the country’s number one online grocery retailer, and the tactic has been copied by PayPal in Singapore

However, Glamour’s effort is more of a PR stunt than a serious attempt to drive sales for its advertisers – people may scan it out of interest but it is unlikely that they will see it as a destination to stop and browse for beauty products.

The Tesco shop window worked because it offered busy commuters a convenient way to shop for groceries.

However the magazine tags may gain a high number of scans as readers will be used to browsing the pages for products, particularly given the stats from the previous trial.

A similar QR code campaign in the UK’s Metro newspaper which linked back to the newspaper’s homepage achieved 17,000 scans in two and a half months, while a Boots campaign achieved 11,000 scans from people who wanted to find out more about a new skin cream.

The only barrier to achieving similar results is that readers may not recognise the SnapTags as easily as UK consumers now recognise QR codes. But with clear instructions, it could be just as successful.