Harrods & Ralph Lauren

Case study

15% of consumers went on to shop the collection online

Overview 

From 21st October – 7th November, Ralph Lauren celebrated the expansion of its Polo range by taking over the 15 iconic window displays at Harrods on London’s Brompton Road. The window display was ‘brought to life’ with the addition of a fully integrated mobile proximity marketing campaign, which enabled Ralph Lauren and Harrods to further enrich their consumers’ shopping experience and increase their brand exposure.

By engaging with their mobile phone, consumers were able access exclusive content, download a map to find the collection in-store, or immediately access Harrods’ online shopping page to order there and then.

The initiative followed on from another successful mobile proximity marketing campaign deployed in Harrods’ window display, ‘The Handbag Narratives’.

Solution

NFC tags and QR codes were integrated across the 15 windows advertising the new Polo Ralph Lauren range for women. By engaging with their mobile device, the consumer was taken to a dedicated landing page relating to the Polo Ralph Lauren launch. The landing page, created by Proxama, gave consumers access to an exclusive campaign video and connected the consumers’ digital and physical experience via a digital map, which provided directions to where the collection could be found in-store.

In addition, consumers were also given the opportunity to shop the collection online – meaning consumers could still browse and purchase from the range if the store was closed or they were in a rush.

Socialising was also encouraged, prompting consumers to share the exclusive campaign video via Facebook, E-mail and Twitter – further enhancing Ralph Lauren’s brand exposure.

The campaign utilised Proxama’s TapPoint® platform for the creation and management of all campaign experiences. Using TapPoint® ensured campaign content was optimised for all smartphone devices and provided Harrods with detailed interaction analytics for all interactive content.

Technologies deployed

  • Near Field Communication (NFC) tags: to enable consumers to ‘tap’ their phone on the window display to access exclusive content
  • QR Codes: to enable consumers to ‘scan’ their phone on the window display to access exclusive content

Outcome 

  • 239 unique interactions in total
  • 15% of consumers went on to shop the collection online
  • The exclusive Ralph Lauren campaign video received the most views (45%)
  • E-mail and Facebook were the most popular social sharing channels
  • The busiest time of engagement was between 3-4pm