Mail Metro Media has partnered with image-recognition platform Phuzion Media to enhance the shopping experience of YOU magazine readers, with image recognition technology that allows them to shop ads and featured products directly from its pages.

Readers will now be able to use the new technology to point their mobile device at any page – including the front cover – take a picture of the product they are interested in and be taken straight to it on the advertiser’s website. The technology is even able to read layered images, meaning readers can shop an entire collection of pieces from a styled look in one go – from earrings down to shoes.

YOU is the very first newspaper magazine to trial the new tech, making products and services on its printed pages immediately shoppable and interactive without the addition of QR codes or watermarking changing the editorial design or creative. Providing a seamless reader shopping experience, it will allow brands to connect with readers in an innovative, cross-platform way.