House of Fraser has signed a deal with O2 to provide a mobile marketing campaign in the run up to Christmas.
It will involve several O2 services, including Priority Moments, location-based marketing and O2 wi-fi, to deliver personalised targeting for House of Fraser’s O2 customers.
The central element of the campaign will see House of Fraser provide free O2 wi-fi in 11 of its stores, including the flagship Oxford Street outlet, giving the retailer access to customer data while they shop.
All customers will have access to wi-fi, but other aspects of the campaign will target O2’s 22 million UK customers.
O2 claims the campaign will drive footfall, brand awareness and loyalty, but more importantly it aims to increase incremental sales and drive purchase decisions around specific offers and promotions. Using location-based services, consumers will be driven into House of Fraser stores by offering a range of promotional activities.
This will include rich media, such as pictures and videos of instore fashion shows and products. Further messages will be sent to consumers directing them to House of Fraser’s mobile app which also provides information on deals, offers and planned in-store activities.
As a further bonus, O2 Priority Moments customers will be given a £15 gift voucher when they spend £40 instore until the end of January 2012.
O2 said this deal is unique for House of Fraser this Christmas, but there are plans to involve other retailers in the future.
