If you haven’t heard the term “omnichannel retailing”,
then you’re missing out. Urban Outfitters is attempting to really integrate its
marketing efforts in this way. The brand has been struggling a tad, and now the
retailer is trying to get its cool back through mobile marketing.
Urban is putting beacons in 15 stores in Philly, Boston,
New York, Atlanta, New Jersey, and Delaware. What are beacons you ask? They are
small devices placed around the stores that ping messages to shoppers who have
the app on their mobile phones. Swirl, the platform that powers the beacons,
says that 2/3 of customers shop in-store with a smartphone so hopefully this
will work well.
Urban won’t be pinging shoppers with offers, but instead
will focus on Urban’s loyalty program. The loyalty program is a section in the
app that gives customers rewards and access to events. To start, Urban has identified
3 areas to focus on: 1) the entrance, 2) the fitting rooms, and 3) the checkout
line.
When shoppers first come in to the store, they receive a push
notification that encourages shoppers to check-in on social media so they can
unlock a special offer. Once they are trying clothes on in the fitting room,
shoppers are prompted to take selfies and post them on Insta with Urban's popular
hashtag #UOonYou and the selfie might even get put on Urban’s website. At
payment time, shoppers get another push notification to show the loyalty card
on their phone to earn a digital badge.
My concerns are:
1) Will shoppers download the app?
2) Will those who have downloaded the app actually use it?
3) Will the pinging get annoying?
Either way, pretty cool idea!
