Eye to Eye Media teams up with Phuzion Media to make Waitrose Christmas print title shoppable
LONDON – 17 October 2024 – Eye to Eye Media, which produces award-winning content for Waitrose, has partnered with retail media technology company Phuzion Media to use its proprietary image recognition platform to make the flagship Waitrose Christmas food brochure shoppable.
All pages in this year’s brochure are shoppable and direct-response enabled, and therefore measurable. Customers simply scan a QR code once to access the image recognition technology and can then take a photo of any product in the brochure to go straight to the product page online – making shopping seamless.
The Phuzion platform requires no changes to photography or post-production treatment and is delivered without the need for customers to download any apps.
Jake Hopkins, Production Director at Eye to Eye Media, said: “As an agency we’re constantly looking to support our clients with the best possible print/digital innovations, promoting content to the end customer in a seamless hybrid way. This clever technology gives the printed brochure exactly that platform.”
Stefano Biondi, Co-Founder and Director at Phuzion, added: “We are so pleased to have been appointed by Eye to Eye Media to support Waitrose as its retail media partner in activating its key Christmas publication. We were chosen for our light-touch technical implementation and ease of consumer use. Our solution is the only one that can connect offline print to wider omnichannel capabilities for brands without detracting from or changing the creative production.”
ABOUT PHUZION MEDIA
Phuzion Media is the leading retail media technology company that uses mobile image recognition to make off-line physical media shoppable, allowing emerging media owners such as retailers and traditional media owners such as print publishers to activate their content and seamlessly connect off-line media and audiences with a personalised onward digital journey. UK-based, Phuzion Media makes every touchpoint in the shopper path to purchase, including those offline, a shoppable moment, and includes some of the UK’s largest retailers as clients. For more information, visit www.phuzion.media
ABOUT EYE TO EYE MEDIA LTD
Eye to Eye Media Ltd is a renowned content agency creating outstanding food, drink and lifestyle content across all platforms. Working as a retained agency for Waitrose & Partners, we produce entertaining and intelligent editorial content in a commercial setting. Eye to Eye also publishes the UK’s best consumer food title, delicious. across all channels. For further information, visit www.eyetoeyemedia.co.uk
ABOUT WAITROSE & PARTNERS
Run by over 45,000 passionate Partners, Waitrose has been serving customers for 120 years and offers extraordinary products in our 314 shops and on Waitrose.com. Inspiring food discovery, our expert Partners run almost 800 specialist food service counters in store, where customers can shop a variety of the best quality meat, fresh fish, dry aged beef, sushi, as well as cheese. Our Beer, Wine and Spirits team features the largest number of Masters of Wine of any UK supermarket and we sell nearly 3,000 different wines, beers, ciders, spirits as well as no and low drinks in our shops, on Waitrose.com and Waitrose Cellar. We are committed to selling products which have been responsibly sourced, grown using the very best sustainable farming methods, some of which are grown or trialled on our very own farm, the Leckford Estate. In 2024, Waitrose was granted the Royal Warrant of Appointment to be Grocers and Wine & Spirits Merchant to His Majesty King Charles III.
ENDS