Victoria's Secret Embraces Augmented Reality with New App that Mobilizes Direct Mail

While a number of different retailers continue to struggle in building mobile apps that keep people coming back, Victoria's Secret's college-focused Pink is taking a different approach by integrating its efforts with more traditional marketing tactics.

The lingerie retailer's iPhone and Android app uses a smartphone's built-in camera to scan images and pieces of marketing collateral.

Victoria's Secret has been at the forefront of mobile commerce for quite some time and actually rolled out a similar mobile feature to its main collection last year.