Lingerie specialist retailer Ann Summers has today announced the launch of the world‘s first interactive lingerie app which will see seven of its collections made interactive for customers.

Partnering with image recognition platform Blippar, Ann Summers‘ latest offering will allow users to browse its Autumn/Winter look book and then virtually try on any of the outfits featured.

Once an outfit has been chosen, this will be layered over the customer‘s smartphone camera to allow them to take photos and share these via social media networks prior to purchase before a “blip to buy” offer appears on screen, while downloading an exclusive ten per cent discount to be used in-store or online.

Launched yesterday, the ‘BlippTease‘ app is visible in the shop windows of all 140 Ann Summers stores as well as its catalogues.

Sales at the retailer have soared in recent months thanks to the popularity of its ‘Fifty Shades of Grey‘-inspired range and for the year to June 30th 2012 sales of its lingerie and toys rose 28 per cent while online sales jumped 71 per cent.

Fiona Davis, Brand Director at the retailer, explained that seeking innovative technology is key to its strategy.

“Our BlippTease campaign gives the customer so much more when choosing the perfect underwear – it also helps male shoppers find the perfect solution for that special present or spontaneous treat,” she said.

“This is the way forward and we hope it can evolve into bigger and better things for the consumer.”