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Tory Burch gears up for spring via targeted, timely mobile ads

April 24, 2012

Designer Tory Burch is encouraging fashion-savvy consumers to shop the latest spring trends via a targeted mobile ad campaign.

The company is running the mobile ads within Pandora’s iPhone application. Tory Burch has been dipping its toes in mobile space over the last year and continually using the medium to engage its customers.

“I think it’s highly important for Tory Burch and other brands like that to run these targeted mobile ads because when you’re presenting someone with an actual value proposition in the creative and they click-through to a general site where they can browse, you’re not sending them to why they actually clicked on that ad in the first place,” said Dave Lawson, director of mobile engagement at Knotice.

“So if you can bring them to the content that was promised to them in that ad, not only are you going to be building some trust and equity with that person, but you’re also going to be able to convert them a lot better and have them have a better shopping experience,” he said.

Mr. Lawson is not affiliated with Tory Burch. He commented based on his expertise on the subject.

Tory Burch did not respond to press inquiries.

Mobile shopping
The Tory Burch mobile ad encourages consumers to shop the latest spring trends.

When consumers tap on the mobile ad they are redirected to the company’s mobile site where they can shop spring arrivals, clothing, shoes, handbags, accessories and sale items.

Additionally, consumers can find the nearest store to browse the products in person and view the designer’s blog to see what she has to say about new fashion styles.

The mobile ad is a great way to drive consumers to Tory Burch’s mobile site where they can shop products.

Additionally, the campaign is relevant as it promotes the company’s spring collection.

Making sure a mobile ad is relevant and engaging is a key component to running a successful campaign.

Past efforts
Tory Burch has been ramping up its mobile efforts and proving that the channel plays an important role in the retailer’s day-to-day initiatives.

In 2010, the company targeted high-end consumers with a mobile site that offered free standard shipping on mobile offers for a limited time.

Nowadays, Tory Burch constantly updates its mobile site to make sure the content is up-to-date.

“More data and more relevancy creates a better experience for your customer,” Mr. Lawson said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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