Location Marketing: How the Fashion Industry Uses Foursquare
Though we are definitely in the “Wild West” phase of location marketing, the fashion industry has taken notice, using platforms such as Foursquare to promote special events, giveaways and contests. As their customers become more savvy and dependent on their mobile devices, retailers will have to adapt and more effectively tap into their customers’ social graphs by devising campaigns that extend live experience into the digital space via mobile devices. Following are four ways fashion brands have used Foursquare:
Coach Men’s Store Opening
In May, Coach opened its first mens-only boutique in New York City. If you were one of the first 200 people to check in to the store, you received a free bottle of Coach’s signature fragrance upon showing the store associate the pop-up message on your phone.
Marc Jacobs & Fashion Week
For New York Fashion Week, Marc Jacobs created the “Fashion Victim” badge. People who checked in at any Marc by Marc Jacobs store in the US during Fashion Week were eligible to unlock the badge. Four people who unlocked the badge were given tickets to the Marc Jacobs runway show.
Jimmy Choo CatchAChoo Trainer Hunt
For Jimmy Choo’s CatchAChoo campaign, dedicated Facebook, Twitter and Foursquare pages were created. A pair of Jimmy Choo trainers checked in at various locations throughout London. The first person to identify the trainers at a location where Jimmy Choo publicized its location via the Facebook, Foursquare or Twitter page won the trainers in the style and size of her choice.
Cynthia Rowley Bridal Line Launch
Earlier this month, Cynthia Rowley partnered with Dessy (the brand’s online retailer) and West Village/NYC neighbor Lovely Bridal Shop for a joint Foursquare campaign to support the launch of the new Cynthia Rowley bridal collection. People who checked in to the Rowley store between 6pm and 8pm received a $25 gift certificate plus 15% off for all bridal goods at Dessy.com, and were entered to win a gift set valued at $500. Incentives from the event extended into the next week, allowing customers unable to attend the Cynthia Rowley in-store event to check in at Lovely Bride (who also carries the Rowley Bridesmaid Collection), to receive 15% off their order there.
Location marketing with Foursquare is a way to enable your customers to share their in-store experiences and recent purchases. Users can post recommendations, deals, and their favorite salesperson’s name and that advertising impression will potentially post to Twitter and Facebook, since many people link their Foursquare accounts with their Twitter and Facebook accounts.
How will your business leverage location marketing?
