River Island is using image recognition technology to boost its marketing material for its new Rihanna for River Island collection.

The service allows shoppers to point their smartphones at campaign images, and the software will then take them to extra video content and the online store. The retailer is working with Blippar.

Customers can look at behind the scenes footage, browse the Rihanna collection and buy items.

They need to download the Blippar app, and will then be able to point their phones at A5 flyers with campaign images on.

The 120 piece Spring Summer collection consists of clothing and accessories, and is available in selected stores and online. The range, which was unveiled at London Fashion Week last month, features crop tops, dresses with thigh high splits, parkas, shoes and make-up.

River Island has ploughed efforts into a multichannel marketing campaign for the collection. It is the latest in a line of retailers, including Clarks and Asos, to use image recognition as part of a marketing campaign.