The fashion industry has always been first when it comes to promoting its products in innovative ways. Retail stores already leverage proximity technologies like Near Field Communication (NFC) to create more value to the customers by providing them with product information, recommendations or even quick wireless transactions for their purchases. Ralph Lauren is one such fashion industry leader who leveraged NFC for their retail chains.
Premium Fashion Brand Ralph Lauren & Their Implementation Of NFC & QR Code
Ralph Lauren is an American fashion company that is into designing, marketing and distributing luxury clothing to its customers throughout the world since the past 50+ years. Ralph Lauren partnered with Harrods in Europe to take control of a 15-window display in a luxury retail store. Ralph Lauren leveraged NFC and QR code expertise of Proxama for their proximity marketing expertise.
Every window at the store displayed an advertisement through a large ventricular and included QR stickers. Customers would be allowed to tap on the display or scan the QR code, which would lead them to a website landing page on their NFC-enabled smartphone. With the help of that interaction, users would get an exclusive map showing them inside the Fashion Lab area within Harrods retail store where the Ralph Lauren collection is located.
In addition to that, access to the landing page would allow the users to check the collection even when the store is not open. Proxama provided means of their TapPoint platform to provide Harrods with the interactive mapping and granular campaign analytics. These analytics would allow the store as well as the brand to get real-time statistics of their campaign to amend or enhance their plan to get the maximum return on investment.
Advantages Of The Campaign
Ralph Lauren’s campaign offered numerous advantages to the brand, which at the end of the campaign resulted in a prominent return on investment. Here are a few direct benefits of the campaign:
- Ease of use:
Ralph Lauren’s campaign was built upon NFC and QR code, allowing most smartphone users to benefit from the same.
- Attracting the customer:
Interactive mapping intrigued customers to reach the clothing range. This was, by far, the most exciting way to attract customers.
- Identifying customer interest:
Proxama allowed the brand and the store to get a complete idea of how customers respond to the offerings and what was able to interest them the most.
- Campaign strategy feedback:
Real-time analytics of customer’s interest would allow the brand to improvise the strategy and manage the product representation for better results.
- Better return on investment:
More exposure and positive feedback loop would allow the brand and retailers to get a higher return on investment on the range they sell.
A smart strategic campaign is expected from a fashion industry leader such as Ralph Lauren. Their QR code and NFC-based movement certainly lived up to their brand identity and allowed a soothing consumer experience for the end customer. It was a perfect example of strategic retail campaigning.