The online department store Very.co.uk has launched a “digital shop window” on Hanover Street in Liverpool to promote its online goods in time for Christmas. The display, which is set in the window of former bathroom outlet Bathstore, allows passers-by to scan products using the QR code and have it delivered via free next-day delivery.

The move is not the first innovative digital marketing strategy employed by Very.co.uk; in October it was reported that a group of children were given a number of products to road-test, with their reviews and results posted by video on a dedicated device-responsive microsite. Users could then scan products using an augmented reality app to view the related video review before purchasing.

Very.co.uk’s Christmas online campaign is being handled by myThings, while printed advertising is managed by Carat. Gareth Jones, group retail director of Very.co.uk’s parent company Shop Direct Group, commented: “As a successful pure-play e-tailer, bricks and mortar is not on our agenda. But vacant shop windows offer a unique digital opportunity to get our brands and products in front of shoppers while they’re already on the high street,” adding, “Depending on the results of this trial, we may then look to roll out the concept into more cities in 2013.”