Ralph Lauren currently occupies all 15 window displays of the Harrods on London’s Brompton Road to support its new women’s range by use of mobile proximity technology.
Harrods has had previous success with marketing in the mobile technology field, and Ralph Lauren sought them out to introduce their new Polo for women line. With the inclusion of smartphone technologies, Ralph Lauren is hoping to reach its customers by offering exclusive and interactive content during store hours, and new features, such as the Fashion Lab, for new or old customers to enjoy during off hours.
“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 while they visit the store,” Guy Cheston, Harrods Media Sales Director said. “It’s great to be able to reach out to passers-by, even when the store is closed and build brand loyalty and excite customers into the store, or for a return visit.”
The company providing Harrods and Ralph Lauren with its new mobile technology will be Proxama, which has previously worked with Harrods on their Harrods Handbag Narrative campaign.
Proxama brings their Near-Field Communication (NFC) and QR code services to create the interactive experience. Large lenticulars will be displayed in the windows, which allow passer-bys to scan and access the exclusive mobile content. The Fashion Lab, as previously mentioned, is a new feature which bring the user to Harrods collection, so they may browse and shop while the store is closed.
“Luxury brands are well known for being conservative, rightly protecting their precious brand values,” Guy Cheston, Harrods Media Sales Director concludes.
“A few years back, it was a challenge to get luxury brands to promote via digital screens in-store due to sensitivities over adjacencies with competing brands, but this is not an issue any longer. They see the impact and high value in such a dynamic medium which drives retail sales in-store. Proxama are specialists in this area. I expect they will continue to innovate and develop ideas for brand engagement and asset the retail marketing industry.”
The window display is additionally running in conjunction with the Bruce Weber campaign, taking place in the Polo Ralph Lauren US flagship store on Fifth Avenue, New York.