Harrods promotes Ralph Lauren using mobile proximity

Ralph Lauren will now be the focus of 15 window displays at Harrods in London. The British chain is supporting the new Polo for Women line by using mobile proximity technology so that shoppers can receive exclusive offers and interact more intimately with the brand.

Located on Brompton Road, the store wants shoppers to be able to connect, via smartphones, with Ralph Lauren during and after store hours in order to enrich the luxury shopping experience.

"Customers are using mobile and digital technology more and more, so we are keen to explore new ways for brands to interact with our customers while they visit the store," said Guy Cheston, media sales director, Harrods. "It's great to be able to reach out to passers-by, even when the store is closed and build brand loyalty and excite customers into the store, or for a return visit."

The technology combines Near Field Communication and QR code proximity commerce technologies provided by Proxama. Each window at Harrods displays large vinyl lenticulars and stickers so that customers can tap or scan the display to initiate a landing page on their smartphones. In return, shoppers will see interactive maps guiding them to the Fashion Lab--a new area within the department store where the collection is located. The landing page also links to Harrods' website for shopping after hours.

This is the second time Harrods has launched a mobile proximity initiative. Its Handbag Narrative campaign, also a partnership with Proxama, resulted in 400 downloads in a few weeks.

"The combination of a luxury fashion brand and a globally recognized department store demonstrates the versatility of this type of technology," said Miles Quitmann, COO, Proxama. "By offering consumers the opportunity to find the Polo range in-store and online, Harrods is combining its physical and digital assets, reaching consumers through the channel of their choice. Initiatives like this are relevant and connect with today's digital shopper to help enhance confidence in this technology, as it becomes more widespread." 

Location-based technologies are growing in popularity among retailers as a way to send offers and messages to customers who are using their mobile phones while shopping. These proximity-aware technologies make it easier for merchants to understand how shoppers navigate stores, then use this data to provide service, communicate deals and offer multiple payment options.

For more:
See this Proxama press release

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