Platforms like Gowalla, Foursquare, Booyah, Loopt, and Whrrl, or their French counterpart Dismoiou, that blend location, real-time and social traits focus much less on conversations and extra on creating a brand new and beneficial location-based merchandise. The important thing problem for manufacturers is to search out methods to make use of these companies to, not solely interact clients, but additionally improve their total expertise.
Huge manufacturers have been utilizing these purposes to drive clients to shops by providing free objects or reductions as a reward for a number of check-ins. Though Oscar de la Renta (Foursquare), Cynthia Rowley (Foursquare) and Betsey Johnson (Fb Locations) have run comparable campaigns, this kind of mass-market transfer doesn’t add worth to buyer perceptions of a luxurious model.
So the query arises, how can luxurious manufacturers ‘check-in?’ Right here we advise 5 doable methods:
1. Construct model persona
Luxurious manufacturers and the designers at their helm are sometimes thought of to be tradition consultants and style makers. Providing suggestions, suggestions and to-do lists, or a curated checklist of favourite cafes, eating places, or bars close to a selected location can convey this distinctive persona in an attractive means.
Marc Jacobs was one of many first luxurious trend manufacturers to create a branded expertise on Foursquare, providing customers a chance to discover cities with suggestions from the model, unlock a Marc Jacobs badge, and browse suggestions and critiques from different customers.
Maybe we may additionally expertise Stefano Gabbana’s Milan or Paris in accordance with Chanel?
2. Promote particular occasions
Manufacturers can announce particular occasions at their bricks-and-mortar areas. Louis Vuitton promoted its retailer launch in London just lately by incorporating branded recommendations on what to do in London created by LV workers – consistent with the model’s Metropolis Guides offered in LV boutiques and on-line. For instance,
“Stroll London. Store at Louis Vuitton. Go to new exhibitions and take a look at on new sneakers. Cease for a cappuccino break. Speak concerning the subsequent trend present with your folks and find out about London’s cultural actions. It is all ready for you once you befriend the brand new Louis Vuitton Maison Media Maison.”
Equally, manufacturers can create a buzz for gross sales occasions and drive extra clients in-store throughout these durations.
three. Promote accessible product strains:
Most luxurious manufacturers provide entry value level strains enabling clients to expertise the model with out having to lay our a fortune.
The Jimmy Choo @CatchAChoo marketing campaign generated buzz for the launch of a brand new line of sneakers. The model organized a real-time scavenger hunt round London by way of Foursquare. Followers may see the place the sneakers had checked-in and in the event that they managed to get to the venue in time they might win the Choos. Gross sales of sneakers in-store reportedly elevated by 33%.
An identical geo-location tactic could possibly be used to advertise Hermes’ J’Aime Mon Carré marketing campaign in a enjoyable and interesting means.
four. Prolong the attain of your service:
The 4 Seasons luxurious resort model took their concierge service past the 4 partitions of the resort with the launch of a service known as “Better of California”. In partnership with Gowalla the resort provides their visitors concierge suggestions whereas touring across the state, whereas additionally permitting them to earn resort credit.
5. Combine check-ins with buyer loyalty applications:
Add one other dimension to your loyalty applications by activating a check-in every time a purchase order is made. This will assist you to provide clients further rewards for geo-location check-ins which might be communicated to their social graph, creating the connection between clients’ social media habits and their in-store habits.