Thought online shopping was easy? Try shopping with your camera phone.

I was lying on the beach on Sunday, catching up on back issues of Time magazine, when I came across an interesting article called “Point-and-Shoot Shopping.” The article talked about a relatively-new-to-the-U.S. technology that Ralph Lauren will begin using this month, wherein shoppers can literally point their camera phones at a bar code on various print and catalogue ads, snap, and be taken directly to a mobile-based website where they can purchase the product.

Sounds to good to be true? It’s not. The concept relies on the inclusion of QR (short for quick response) codes, which are basically two-dimensional bars codes, similar to those at a supermarket, that are placed on certain ads. Whereas typical bar codes will tell you a price and that’s about it, the QR codes embed a ton of additional data, including websites.

Our neighbor Ralph Lauren is the first luxury retailer in the U.S. to roll out with the new technology. Launching in conjunction with the U.S. Open, which started on Monday, all you have to do is go to the website, http://m.ralphlauren.com, download the proper software (and also read up on the idea) and start scanning away. You’ll find the QR codes on print ads, mailers and in store windows and, so far, you can purchase the U.S. Open Line, the RL Classics collection and the Ricky handbag.

The concept is huge in Japan, where, according to Reuters, the Japanese are buying everything from train tickets to vending machine products using the technology. Companies are hoping the U.S. will embrace the idea as well. David Lauren, senior vice president of advertising told Reuters, “We recognize that in America this is going after somebody who is more comfortable with technology. The truth is that in other countries, it's becoming a part of their culture. The trend is coming, and as a fashion company it's very important to identify trends and get ahead of them.”

Personally, I think it’s a great idea. There have been so many times that I’ve seen something I’ve liked while reading a magazine and then gone to search for it online and been unable to find it. Whether I choose to purchase it from my phone or not, it’s nice just to know it’s out there and that I don’t have to run around like crazy to track it down. And even though I’m not the biggest consumer of online shopping aside from books and movies, I think it’s something that will catch on very quickly for those who are.

What do you think? Is this technology something you think you would use?