Neiman Marcus is using a mobile banner advertisement on Vanity Fair’s mobile website to drive traffic at brick-and-mortar locations. The strategy aims to boost in-store traffic through a cross-channel promotion that wields mobile devices as the starting point for a retail path to purchase.
The banner ad, which is activated through each device’s location services, advertises an in-store sale. When consumers click on the ad for a 25-percent off sale, a store locator then pops up to help consumers find their nearest Neiman Marcus location.
Through this promotion, mobile shoppers can take advantage of the sale by visiting a store. Mobile incentivizes an in-store visit by first advertising the sale and then pointing shoppers in the right direction.
Bringing Shoppers into the Store
Neiman Marcus is not the first major retailer to offer in-store incentives to mobile shoppers, but this campaign is notable because it focuses primarily on increasing foot traffic to stores. Once shoppers are presented with the nearest retail locations, they can easily choose to have their mobile devices provide directions to that store. In addition, they can review the store’s hours, phone number and other information.
Once the ad is clicked, though, users can choose to use the sale discounts on purchases made through the company’s mobile website.
The other benefit to driving in-store purchases? Neiman Marcus can choose to have the ad displayed only on devices in close proximity to a store. And while increased in-store traffic is the clear goal, any degree of engagement with the mobile website helps to develop brand loyalty with consumers.
The extra context provided through mobile campaigns is one way to deliver relevant content to consumers. Email and SMS campaigns, for example, would deliver marketing materials to a wide range of consumers, regardless of their proximity to a retail location, and those recipients who aren’t close enough to consider an in-store visit might become more prone to ignoring campaign materials.
On mobile, however, each ad can be delivered to a relevant recipient. And by placing the ad on Vanity Fair, the company is marketing its sale to consumers who are likely to be fashion-minded.
Mad Mobile is the leading provider of mobile-first solutions for the world's top companies and retailers.
Looking for a technology partner who can deliver amazing mobile solutions across multiple mobile interfaces?