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H&M drives in-store foot traffic via targeted mobile initiative

The company is running mobile banner ads within Pandora’s iPhone application. H&M has run mobile ads within Pandora in the past to help boost in-store sales.

“Relevant location relevant ads can definitely drive traffic to stores,” said Saju Thomas, core developer and director of business development at Picksie, Jersey City, NJ.

“If the ads can be targeted based on known H&M store locations, it can have increased effectiveness,” he said.

Mr. Thomas is not affiliated with H&M. He commented based on his expertise on the subject.

H&M did not respond to press inquiries.

Mobile shopping
The H&M mobile ad reads “Lost In L.A. Click Here to Learn More.”

The H&M ad

When consumers tap on the mobile ad they are redirected to a mobile landing page where they can find the nearest H&M store.

From there consumers are taken to the company’s mobile site and are also encouraged to download H&M’s iPhone app.

Via the mobile site, consumers can enter for a chance to win a $1,000 shopping spree and sign up for fashion news.

Fashion-savvy customers can also browse H&M’s new conscious collection, learn more about the company’s participation in NBC’s “Fashion Star” show and see what that latest fashion trends are.

All about social
H&M is also ramping up its social efforts by integrating a Social Media Wall into its mobile site.

Consumers can share their favorite looks with friends and family through Facebook or Twitter.

Additionally, the H&M mobile site also lets consumers see what new products are featured in-store and check out the new H&M life videos.

A mobile ad campaign such as this is a great way for H&M to drive in-store traffic.

Consumers may not always be by their computer to go to a retailer’s Web site and see what new products they have.

Therefore, running targeted mobile ads that promote new clothing pieces and accessories is a great way to drive that foot traffic, while at the same time keep consumers informed on the latest products.

“Mobile ads are becoming a very important channel to reach consumers in a more efficient manner,” Mr. Thomas said.

“The ads can be made more engaging by integrating gaming elements into them including location-based games,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York