Ralph Lauren Leverages Interactive Mobile Technology To Launch New Line At Harrods
By Christine Kern, contributing writer
Ralph Lauren Connects Shoppers through Mobile with Iconic Harrods Display.
Luxury clothing designer Ralph Lauren has occupied the 15 window displays at Harrods and leveraged a digital initiative to launch his new Polo line for women.
Using mobile proximity technology, Ralph Lauren is aiming to connect with shoppers via smartphone technology to offer exclusive, interactive content and opportunities to enrich their luxury shopping experience outside of store hours, according to Luxury Daily.
“Ralph Lauren was keen to offer interactivity directly with visitors and to engage the user with valuable exclusive content,” Guy Cheston, media sales director at Harrods, London, told Luxury Daily.
“We are offering a moment for users to commit time and focus on the brand,” he said. “It’s also about making a window display work harder on a more personal one-to-one level offering exclusive content.”
The campaign uses technology provided by Proxama, including large vinyl stickers on each window that consumers can tap or scan to initiate a landing page on their smartphones, Proxama explains to nfcworld, which provides shoppers with an interactive map guiding them to the new clothing line.
“The landing page also links to the Harrods mobile website so that shoppers walking by the window display can access the collection when the store is closed” and the technology also allows Ralph Lauren and Harrods to track the progress of the campaign in real time.
“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 whilst they visit the store,” says Harrods media sales director Guy Cheston. “It’s great to be able to reach out to passers-by even when the store is closed.”
The Ralph Lauren campaign marks a step forward for such digital interactive initiatives.
Miles Quitmann, CCO, Proxama comments: “The combination of a luxury fashion brand and a globally recognized department store demonstrates the versatility of this type of technology. 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.”