When the Express (NYSE: EXPR) flagship store opened Wednesday, it showcased mobile technology alongside apparel, using rich media messaging (RMM) to enhance the experience.
The Times Square location features interactive iPads, mobile POS, on-site charging stations and LED walls housed in three-stories.
"It's Express on steroids," said Michael Weiss, the chairman and CEO of Express.
Singer Robin Thicke performed at the grand opening event but the focus was on a mobile-based "Scratch and Win" sweepstakes campaign. All event attendees had the opportunity to text a keyword displayed on in-store signage. They then received an RMM with a link to a mobile optimized landing page. From there, customers could scratch off, or swipe, their phones to reveal a random prize, ranging from Express gift cards and merchandise to event packages.
RMM is a mobile messaging solution from Iris Mobile that allows retailers to reach shoppers on mobile devices, regardless of handset or operating platform.
For Express, the effort is its largest, and grandest, location to date.
-See this Express press release
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