Websites like Gowalla, Foursquare, Booyah, Loopt, and Whrrl, or their French counterpart Dismoiou, that mix location, current and social characteristics concentrate less on conversations plus more on creating a new and valuable location-based products. The real key challenge for brands is to find ways to use these services to, not only participate customers, but also increase their overall experience. brand agencies London
Big brands have been using these applications to drive customers to stores by offering free items or discounts as an incentive for multiple check-ins. Though Oscar de la Alau?a (Foursquare), Cynthia Rowley (Foursquare) and Betsey Johnson (Facebook Places) have run similar campaigns, this kind of mass-market move will not add value to customer perceptions of a luxury brand.
And so the question arises, just how can luxury brands ‘check-in? ‘ Here we suggest 5 possible ways:
1. Build brand personality
Luxury brands and the designers at their helm are often regarded as being culture experts and taste makers. Offering suggestions, as well as to-do lists, or a curated set of favorite cafes, restaurants, or bars near a specific location can express this unique personality in an engaging way.
Marc Jacobs was one of the first luxury fashion brands to create a branded experience on Foursquare, offering users an possibility to explore cities with suggestions from the brand, uncover a Marc Jacobs marker, and read tips and reviews from other users.
Perhaps we’re able to also experience Stefano Gabbana’s Milan or Paris relating to Chanel?
2. Encourage special events
Brands can announce special events at their bricks-and-mortar locations. Adam Vuitton promoted its store launch in London lately by incorporating branded tips on how to proceed in Greater london created by LV personnel – in line with the brand’s City Tutorials bought from LV retailers and online. For example,
“Stroll London. Shop at Louis Vuitton. Visit new exhibitions and try on new shoes. Stop for a cappuccino break. Discussion about another fashion show with your buddies and learn about London’s cultural activities. It’s all expecting you when you befriend the new Louis Vuitton Résidence. ”
Similarly, brands can make a buzz for sales events and drive additional customers in-store during these periods.
3. Enhance accessible product lines:
Just about all luxury brands offer entrance price point lines permitting customers to experience the brand without having to lay our a lot of money.
The Jimmy Choo @CatchAChoo campaign produced buzz for the launch of a new line of trainers. The brand organized a real-time scavenger hunt around London via Foursquare. Fans could see where tennis shoes had checked-in of course, if they managed to get to the place in time they would win the Choos. Product sales of sneakers in-store apparently increased by 33%.
A similar geo-location tactic could be used to advertise Hermes’ J’Aime Mon Carr? marketing campaign in a fun and interesting way.
4. Lengthen the reach of your service:
The Four Periods luxury hotel brand had taken their concierge service further than the four walls of the hotel with the launch of a service called “Best of California”. In partnership with Gowalla the hotel offers their guests concierge tips on a trip around the state, while also allowing them to earn hotel credits.
5. Integrate check-ins with customer loyalty programs:
Add another dimension to your loyalty programs by activating a check-in each time a purchase is made. This can allow you to provide customers extra rewards for geo-location check-ins that are communicated to their social graph, creating the connection between consumers’ social media behavior and the in-store behavior.
A key value proposed by geo-location applications is a new chance to build relationships and better understand customers. A brand can learn a lot about its customers by reading tips, hearing to feedback, and figuring out where they like to go. If an end user must check into a location manually, they’re either doing so for convenience (e. g. to find friends or offers nearby) or as self-expression. These provides an interesting opportunity for a brandname to engage, increase preference and create a devoted high-quality relationship.