Online fashion retailer Net-a-Porter is continuing its clever use of augmented reality, after testing the water with the pop-up window shop they opened last week.

It is using Aurasma technology to bring its current print advertising campaign to life. Users first need to download an application to their smart phone or tablet. Then, when they point their phones at the print adverts, they will get taken to videos of interviews with the models featured the adverts.

The image-recognition technology recognises photos and can take users to links the retailer has embedded into them. As well as interviews with the models, users can also go to the online store.

Net-a-Porter is one of the few retailers using technology like this and the potential for sales is obvious. It also gives the business an easy way of measuring the effectiveness of the ads – if shoppers are going straight from the print ad to the online store, via their mobile, it’s clear something’s going right.

The company continues to be one to watch in the retail technology world after their IT team won team of the year at the BT Retail Week Technology Awards in June.