Bloomingdale’s is launching a new campaign, which is essentially aiming to build ‘Loyalists’ via QR Codes and SMS call-to-action strategies, starting with a print campaign in the April Edition of Condé Nast’s Vanity Fair magazine.
The company recognizes that their consumer has transitioned to one whom is typically mobile; it would be more efficient to reach them on the technology that they have ‘in-hand.’
The advertisement located in Vanity Fair is a two-page spread, which features Michael by Michael Kors and Marc by Marc Jacobs’ dynamic Spring/Summer 2012 Collections.
The strategic ‘calls-to-action’ are located in a blue box on the top right-hand side of the second page.
Consumers can scan a QR code, send an SMS message, or enter the URL address http://www.bloomingdales.com/loyallist on their mobile devices.
The QR code forwards consumers to a tutorial video that explains the new Bloomingdale’s Loyallist program. (A similar concept is established when a consumer sends an SMS to the number provided)
Essentially, consumers receive one point for every dollar they spend in-store, online or in outlets. There are also chances to earn double points on cosmetics and fragrances.
If consumers get 5,000 points, they receive a $25 rewards card.
This allows Bloomingdales to establish a more personalized, one-to-one relationship with their consumers.
Dalia Strum teaches SXF 120: Blogging Smarts for Business.