This is pretty interesting...Conde Nast is introducing a mobile shopping program into its magazine "Lucky", using PayPal Mobile Text2Buy. The program is called "Live Buy It" and will feature products from 18 companies, including Avon, Liz Claiborne, Estée Lauder, L'Oréal, Target and Unilever. There'll also be a website, livebuyit.com.
PayPal was chosen as the payment option because in a survey of the magazines readers 83% said they were familiar with the online payment company. The service will be run over the next few months, but the response from marketers was significant enough for Lucky to look at other programs -- December will see "text to try". "The idea would be to offer readers merchandise in smaller or sample sizes that "would help them decide what to give as gifts for the holidays," she added, "and buy it all through their cellphones." For example, readers could order from a fragrance maker miniature bottles of scents to try."
Will this work? The sampling thing might work, the shopping through mobile thing probably won't anytime soon.