Neiman Marcus announced its first-ever user-generated photo contest. In collaboration with Instagram, the retailer is asking shoppers to post photos of themselves on the social media site wearing outfits inspirited by Neiman's spring collection.
The contest, called NM My Way, asks Instagram followers to upload images using #nmmyway. Merchandise in the photos does not need to be purchased at Neiman Marcus but reflective of the retailer's trends, reported Women's Wear Daily. The retailer is showcasing trends like the "new Bohemian" this spring, as well as fringe, spice market colors, long layered necklaces, the bucket bag, and "mix, don't match."
The contest runs until Feb. 25 and five winners will be announced in March. Picked by Neiman's fashion directors, the winners will receive $500 Neiman gift cards and be featured on the retailer's website.
Just last month, Neiman Marcus hosted a similar photo contest in honor of the 30th anniversary of InCircle, the brand's loyalty program. In an effort to reach out to truly devoted customers, the winners of the contest were upgraded in loyalty status, reported Luxury Daily.
Thirty winners received an upgrade to the President's Circle, a tier that allows members to receive five points for every dollar spent rather than the two points earned on other tiers. President's Circle members also get wardrobe consultation and a fitting room experience for two people, which includes food and personal attention.
As of late, the department store has been trying to attract a younger demographic and enhance the customer experience by pushing its online and in-store technology initiatives. Just last month, the retailer announced a partnership with T1Visions, a provider of touchscreen technology, to deploy three interactive retail tables. Now available in the retailer's Austin, Chicago and Topanga locations, the tables are located in the shoe salon. Last fall, Neimanmarcus.com added myNM to the online shopping experience. The automated feature—located on the top-left corner of the homepage—helps personalize online shopping by mimicking the in-store shopping experience.
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