Lord & Taylor pushes mystery coupons to mobile phones

Lord & Taylor is using push notifications to send out coupons to passersby in a new promotion that combines location technology, gamification and coupons.
Shoppers with the third party app SnipSnap will receive a push notification when they come within 500 meters of a Lord & Taylor store. Those who visit the location will be given a digital version of a scratch off coupon good for 15 percent to 25 percent off a purchase. A mobile coupon code will be redeemable in-store, according to Mobile Commerce Daily.

"The goal of the effort is to better understand excitement through 'gamification' and excitement through mobile couponing," said Ryan Craver, SVP of corporate strategy for the department stores group at The Hudson's Bay Co., Lord & Taylor's parent company. "Mobile couponing allows us to provide our most relevant coupons in the pocket of each customer at any point in time. Our goal is to make the coupon available whenever, wherever and however the customer wants to access."

Lord & Taylor has been actively developing mobile marketing programs and engaging with shoppers on mobile platforms. "Mobile plays a major role in all areas of our business," Craver told Mobile Commerce Daily. "With mobile consuming such a large percentage of our customers' eye share, we must provide compelling mobile experiences. We will continue to work with various couponing, geotargeting, affiliate apps to ensure we provide our customers with a consistent and enjoyable experience across all major mobile apps."

In January, the department store partnered with Pounce to deploy an app that let shoppers scan printed pictures of items into a mobile phone and buy directly from a device, according to CIO. Roughly 40 percent of shoppers who downloaded the app scanned an item immediately and most scanned an average of seven products with each app use. The app helps to make nearly every item in the store shoppable from any kind of display including signs and mannequins.

The SnipSnap mobile coupon promotion runs for four days only, from April 28 to May 1.

For more:
-See this Mobile Commerce Daily story
-See this CIO story

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