For the program, called Shop Now, Elle is making its editors’ product picks available to ShopAdvisor’s and RetailMeNot’s apps. (ShopAdvisor is a mobile proximity service and RetailMeNot is a mobile coupon app.) The apps’ users (25m combined) who have opted in to get push notifications will get a push if they are within a mile of Levi’s, Vince Camuto, Barnes & Noble or Guess stores letting them know Elle’s suggested buys are near. If the customer opens the notification and goes to the store, she’ll get another notification with a promotion. One recent one gave shoppers $25 off their Camuto purchase if they bought the same day. Swirl is providing the beacon technology.
Shop Now grew out of a common retailer complaint, said Kevin O’Malley, Elle’s senior vp and publisher. In-store traffic is down.
“The single, most universal request I hear from every advertiser, whether it’s luxury, beauty or fast fashion, is, ‘Help us drive retail store traffic,’” said O’Malley. “Everyone wants more people in stores — and that’s not necessarily new — but right now, retailers are seeing a fall off more than ever.”
Beacon technology has become a way for retailers to boost in-store traffic with digital features. Swirl vp of marketing Rob Murphy said he believed Elle was the publisher to get involved in beacons.
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