WHAT’S TRENDING
Wants to kick off this week’s ‘What’s Trending’ the right way…
Luxury Store Neiman Marcus truly embraces mobile meets commerce last week when they launched their check-in scavenger hunt, which encouraged users to utilize social media (mainly foursquare) and increase their in-store traffic.
By connecting with current technology, this provides the opportunity to “humanize high-end brands by speaking to a younger, tech-savvy generation” said Ali Feinstein, digital strategist at Gin Lane Media, New York.
The concept of the campaign was to draw consumer attention. Neiman Marcus asked Colombian designer Nancy Gonzalez to create a limited-edition clutch (which would be priced at $1,400) for the brand’s shoe and handbag event. The brand was able to accommodated within their limited lime-span and created a red crocodile clutch, which will never retail, and rather the clutch could only be received by consumers who were able to stop by ‘in person’ at a Neiman Marcus location.
When an in-store shopper checked-in to one of these Neiman Marcus locations on foursquare, the brand gave that consumer a tip as to where the clutch could be found in the store.
The first active mobile consumer to find the clutch was allowed to keep it.
As part of the shoe and handbag event, Neiman Marcus gave all in-store consumers a reward for buying more than $350 of designer handbags or women’s shoes.
Customers had three free gift options: a pair of Commando lace tights valued at $36, a pair of CitySlips foldable flats which normally retail for $25 or $50 off their next purchase.
Neiman Marcus has continued their social media momentum by keeping all their fans involved by posting pictures on Facebook of the exciting event.
This experience was a great marketing opportunity to increase foot traffic, online traction as well as social media buzz, and this is only the beginning.
Dalia Strum teaches SXF 120: Blogging Smarts for Business.