Cath Kidston collaborates with Pinterest on "Colour" QR codes

Cath Kidston has launched "Colour" QR codes in a unique collaboration with Pinterest to enable customers to explore the inspiration behind the new Colour by Cath Kidston collection.

The fashion and lifestyle retailer is the first UK brand to integrate Pinterest Lens with QR codes and it will be "bringing the collection to life" in 68 of its stores as well as on Pinterest with bespoke boards and a Promoted Pins campaign.

From this week customers will be able to Lens a "Colour" QR code found in-store on the swing tag attached to each of the bags in the new collection (or on "Colour" QR codes printed on cards in-store). This will take the customer to a Pinterest board created for each bag showing ideas for how to style it as well as to discover the motivation around the colour range.

Pinterest launched the Lens feature earlier this year as a way for users to search for ideas using their phone's camera. The feature enables people to take a photo of anything that inspires them and receive recommendations for similar objects. Using the Lens in tandem with QR codes offers users an additional way to discover ideas, simply by tapping on the Lens icon in the Pinterest app and hovering over the QR code to receive more information.

"Being the first UK retailer to use Pinterest Lens with QR codes in-store is really exciting for us. By enriching the customer shopping experience, ‘Colour’ QR codes will really help us to have a dialogue with our customers during the decision making process both at retail and online," said Cath Kidston marketing director Sue Chidler.

"I am very proud that Cath Kidston is at the forefront of driving this experience. This latest collaboration is another example of the company’s strategic drive to enrich the customer experience in all our UK stores. I’m very excited to see how this collaboration plays out for the launch of the “Colour by Cath Kidston” collection and beyond," she added.