Simply Tap has launched its image recognition QR code service with a 1p Thorntons Easter egg promotion.

The technology business has marked the release of its instant mobile checkout system, Simply Tap, by using outdoor advertising in central London for the chocolatier encouraging users to try out the technology and buy one of a selection of Easter eggs for just 1p.

The firm, which counts Sir Stuart Rose has its non-executive chairman, is also working with HMV, Goldsmiths, The Hut Group, Pretty Green and Carphone Warehouse.

Simply Tap users simply download the application from either the Apple App Store or Android Market and complete the simple one-off registration process.

Consumers can then buy direct from retailers signed up to Simply Tap without the need to fill in forms and share their personal details.

The service is run by Mobile Money Network which is backed by Carphone Warehouse and Monitise Plc.

From today, retailers signed up to MMN’s Simply Tap service will be able to enable their customers to take a photo of the desired product or scan the related QR code through the Simply Tap app and instantly purchase it with a single tap on their mobile phone.

MMN said it expects the majority of Simply Tap’s use to be on posters, in magazines and on websites and social networking sites.

To date, QR codes have been used for information purposes, typically directing customers to websites.

MMN managing director John Milliken said: “Today is all about showcasing the potential of this technology. Image recognition and transactional QR codes will allow retailers to convert more sales, and significantly increase revenue by turning every communication with the customer into a transaction opportunity. For the consumer, the benefit lies in allowing them to buy the products they want, when they want them, in one quick, safe and easy step.

“That could be when they pass a billboard on the bus in the morning, when they are using Facebook or when they are reading a magazine.”

Matt King, head of Thorntons Direct, said: “Mobile payments have a significant future within the Thorntons business. Buying chocolate has always been about a mix of excitement and impulse so the Simply Tap service lends itself well to this.

“It complements all of our existing sales channels and adds punch and measurable impact to any communication with customers.”