The online giant is working with technology provider Aurasma to create an interactive edition of New Things, its bi-monthly magazine.

Littlewoods customers with an Aurasma-enabled phone or tablet will be able to view extra content when their devices are pointed at the magazines. Content includes a behind-the-scenes video of designer Laurence Llewelyn-Bowen introducing his new homeware range.

Shop Direct Group retail director Gareth Jones said the innovation adds further value to its customers’ shopping experience.

He said: “Bringing our printed publications to life with exclusive and interactive video content will help us to drive further cross-platform engagement with our brands and to increase traffic and conversion.”

The interactive edition of the Littlewoods magazine is available online and in print later this month.

Shop Direct plans to expand the augmented reality content across its other brands including Very and Isme.