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Bloomingdale’s focuses on their Loyalists

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Bloomingdales Loyalist program

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.

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