Guess taps mobile, social campaign to drive consumers in-store
The company rolled out the Urban Jungle Check-In Challenge for its G by Guess line. The campaign, which ended Sept. 30, encouraged consumers and employees to check-in at participating stores via Facebook or foursquare.
“Our strategy not only engages the customer, but also engages the local staff at each location by aggregating all the G by Guess check-ins through both foursquare and Facebook,” said Peter Philipp Wingsoe, digital media consultant at Guess, Los Angeles.
“We display the locations with the most check-ins in a stylized leaderboard online,” he said. “The leaderboard is housed on the Facebook page, as well as on the http://www.GbyGuess.com Web site and a mobile site.
Guess offers fashion collections for men, women, kids and babies.
When users checked in, they received a special offer – depending on the date of the check-in.
After receiving the offer, consumers showed their mobile device to the store associate and redeemed their offers.
Additionally, users had the option of checking in on the G by Guess Facebook Page to see which store is in the lead for the challenge.
“With the growing popularity of mobile networking, there is a growing opportunity to engage with the consumer while they are out shopping,” Mr. Wingsoe said.
“These mobile applications are great engagement tools that allow for highly targeted marketing initiatives for our store and consumers who frequent our stores and surroundings,” he said.
Some of the offers included $5 off or 10 percent off of a purchase.
To get the word out about the initiative, Guess took over the entire window display at all 58 of its stores.
In addition, QR codes were placed throughout the store to encourage shoppers to scan and find out more information about the challenge.
“We not only enticed our customers, but we also enticed people walking by to participate in the campaign,” Mr. Wingsoe said. “We also put out Facebook ads to further engage with consumers online.”
“We are currently increasing and growing our social media, digital and mobile initiatives for all of our brands,” he said.
“We are excited to engage with our customers on more personal levels through nontraditional means such as mobile marketing, as it creates a richer and a more engaging experience for our consumers, which is something that many large brands are neglecting.”
Rimma Kats is staff reporter on Mobile Commerce Daily, New York