Elle uses beacon technology to drive 500,000 retail store visits
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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