Customers are increasingly using mobile and digital technology in most aspects of their lives, from grocery shopping to booking holidays. Why trawl through shops during the day, with online shopping available 24/7. So, in this technology driven era, how will retailers get the edge on their competitors, especially in the lead up to the Christmas.Ralph Lauren has taken over Harrods’ 15 window displays to promote the launch of their Polo Ralph Lauren womenswear range. However, rather than just have a traditional product advertisement, Ralph Lauren has chosen to use NFC and QR code technology within their campaign. This marks the first time that Harrods has collaborated with a luxury brand to make use of mobile technology.
The window display features images of the Ralph Lauren clothing range, which the customer can scan with their smartphone to access extra content. The extra content includes an interactive map for easy navigation around the Harrods store. Outside of opening hours, customers will be directed to the Ralph Lauren mobile site to shop the range directly from their smartphone.
Harrods ran their own interactive campaign in 2013 called “The Handbag Narrative” to celebrate the expansion of their luxury accessories department, which resulted in 400 downloads in just a few weeks and gave Harrods a view of the complete customer journey.
Traditionally, luxury brands have been reluctant to embrace mobile and digital technology. They are now realising that it can result in an enhanced experience for their customers, as well as boosting sales.