On June 6th 2014 Marketing Week published an article about Regent Street implementing a trial in proximity marketing using beacons (iBeacons). At Airspace proximity marketing networks we are interested in seeing the details of that trial so that we can be even more informed on proximity marketing in retail.
The Crown Estate, which owns Regent Street, has introduced an iPhone app that pushes communications to shoppers as they walk down the street, including discounts, in-store promotions and information on exclusive events and products.
So far around 100 stores have been fitted with the technology, although every shop along the street is expected to install beacons. The initiative will be promoted via street signage, notifications on local buses and flyers at store events, as well as through online and social media campaigns.
The app allows users to indicate their shopping habits by swiping up or down (to indicate likes and dislikes) on a series of 40 well-known brands. The app will then build up a customer profile to determine which brands they see marketing messages from.
Paul Lorraine, UK general manager of Longchamp, says: “Success in retail in the 21st century is strongly linked to how you engage your customers in store and online. Regent Street already has a reputation as being the place to be for brands like ours and the new mobile app will bring the digital and physical together, providing an exciting new way for us to speak to our customers.”
The purpose of this trial is to publish exclusive and personalised message to shoppers via their mobile app. They have a number of brands on board including Hamleys, Armani, Longchamp and Hackett.
Regent Street is creating a personalised shopping experience for their visitors and high streets across the UK will be following their lead. The marketing team understood that by making the communications personalised and relevant to the visitor, that the chances of engagement are significantly higher. In fact, an IBM study suggests that up to 72% of consumers will act on a call to action if they’re in sight of the retail location that sells the item or service.
Regent Street may be an upmarket shopping destination, but any city centre or market town area can benefit from the same technology to drive engagement between retailer and shopper and enhance the shopping experience for all visitors.