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BizReport : Mobile Marketing : November 19, 2015

Proximity marketing initiative drives half a million store visits

Lifestyle magazine ELLE took on board retailers' requests to help them get more people into their stores. The result was a hugely successful experiment that combined editorial product endorsement with location-based notification and voucher apps.

by Helen Leggatt

ELLE's 'Shop Now!' digital program, launched in their 30th anniversary September issue, enabled the magazine's readers who opted in to the program to receive location-based notifications via the ShopAdvisor app and discount offers from the RetailMeNot app.

ELLE's senior VP and publisher, Kevin O'Malley, said that 'Shop Now!' came about after he heard from retailers that what they most wanted from magazine advertising was to get more people into their physical stores.

elle.pngSo, ELLE began listing its magazine editors' favorite items on the two apps and, when readers who had opted in passed within a certain distance of a store that stocks those products, they were sent a notification informing them of the ELLE-approved products in their vicinity. On entering the store they were hit with yet another notification in the form of coupons from RetailMeNot in a bid to spur conversions.

The result? O'Malley reported that the five week experiment drove half a million retail store visits and, unsurprisingly, it's something the magazine intends to run again next year.

"The in-market success of our Shop Now! program exceeded our expectations, and also achieved one of our major goals - to activate an initiative that would be a retail traffic driver for our brand partners," said O'Malley.

"This unique first-to-market opportunity to merge ELLE's fashion authority with location-based mobile technology to inspire and inform the consumer when in market is a great example of the growing intersection between fashion/retail/tech and its consumer impact."

Image via Shutterstock

Tags: apps, location-based marketing, mobile, mobile marketing, publishing, retail

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