Liberty turns Instagram likes into rewards to nurture loyalty

Liberty is looking to turn Instagram likes into something more with the launch of an app that rewards customers based on their behaviour on the social network.

Users of Liberty's new app will be able to access exclusive offers in-store via iBeacons tech.
Users of Liberty’s new app will be able to access exclusive offers in-store via iBeacons tech.

The luxury goods retailer has launched a free loyalty “Tapestry” app that serves bespoke in-store offers based on their Instagram likes and purchasing history.

For example, if a customer is a fan of the Marc Jacobs Instagram page, then they will receive offers for the designer’s clothes.

The app links to a users’ Liberty account and generates special gifts with purchase and reward points that can be redeemed at tills directly from their phones.

Through iBeacons, the app also lets people unlock vouchers when they near certain products.

The app, which has been developed by start-up Upside, is available to use until the end of the year.

The app, which has been developed by start-up Upside, is available to use until the end of the year.

Liberty is the latest luxury goods brand to experiment with mobile and social media in order to boost preference. Ralph Lauren is making its Harrods window shoppable so that fans can make purchases directly from their smartphones should they spot a must-have product. Meanwhile, Burberry has set up interactive windows at a Parisian department store and is also letting fans purchase clothes directly from Twitter using a “buy now” button.

The investments reflect a steady transformation around digital across the luxury goods market. Previously, the category has concentrated on older consumers but with an influx of new demographics marketers have looked to digital to enhance their desirability factor and charisma.

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