Ralph Lauren has taken over Harrods’ 15 window displays for the launch of its Polo Ralph Lauren womenswear range. It is hoping to better connect with customers by offering them more information on the products, exclusive and interactive content and a link through to its mobile site directly from the displays.
The displays include QR stickers and large vinyl lenticulars which shoppers can either scan or tap with their smartphones to access the extra content. This includes an interactive map that will guide shoppers around the Harrods range as well as the ability to shop direct from their smartphones for people passing by when the shop is shut.
Guy Cheston, Harrods media sales director, says: “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 whilst they visit the store. 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 mobile technology, provided by Proxama, marks the first time Harrods has collaborated with a luxury brand to make use of mobile technology. It has previously run a similar campaign for its own Handbag Narrative campaign, which it claims results in more than 400 downloads and gave the retailer a view of the complete user journey.
Ralph Lauren and Harrods will be tracking their campaign in real time. Cheston says the move shows that luxury brands are opening up to the possibilities of mobile technology having previously been “conservative” as they looked to protect their brand values.
He adds: “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.”