Victoria’s Secret Pink is giving its mobile application users exclusive access to an in-store back-to-school event taking place at 300 stores next month.

The specialty retailer sent out a push notification on July 15 to its iPhone and iPad app users to announce the Ultimate Shopping Night in-store event. In addition to educating consumers about the event through its app, Victoria’s Secret is also building up its loyalty program and tying social media into the marketing behind the event.

“Who doesn’t like a personal invitation to an event, especially one put on by a company that you care enough about to have downloaded their app?” said Jeff Hasen, chief marketing officer of Mobivity, Phoenix.

“Push notifications get in front of app users, and they get noticed,” he said.

“An extension to the program would be to use a text-based call-to-action that would lead to foot traffic and to a growth of an opt-in database. That way, Victoria’s Secret wouldn’t be dependent on a mobile user seeing and downloading an app.”

Mr. Hasen is not affiliated with Victoria’s Secret. He commented based on his expertise on the subject.

Victoria’s Secret did not respond to press inquiries.

Behind-the-scenes look
When consumers open the push notification, they are directed to an in-app landing page that uses a device’s built-in GPS to locate the nearest Victoria’s Secret store.

The landing page shows consumers information about the Ultimate Shopping Night event held on Aug. 4 at Victoria’s Secret Pink stores.

Victoria’s Secret will offer one night-only offers such as $10 off of a $50 purchase to encourage consumers to shop in-store.

Users can request an invitation to the special event via the app and are encouraged to take a screenshot of the page that functions as an event ticket.

Consumers can also RSVP through a Facebook event in the app.

Twitter is also playing a key role in getting the word out about the event through hashtag #PinkYourBTS.

Consumers can answer a poll within Victoria’s Secret app to decide in which Victoria’s Secret Pink store British DJ Chelsea Leyland will party.

Consumers have to be a member of Victoria’s Secret’s Pink Nation loyalty program in order to vote, which will likely give the retailer’s loyalty program a boost in new users.

The event is also promoted on Victoria’s Secret’s Pink mobile site.

The event is promoted within Victoria’s Secret’s mobile site

Mobile secret
Victoria’s Secret has stealthily built its mobile strategy over the years, with apps playing a key role.

Most recently, the retailer gamified its iPad app with a game that draws users back daily for a chance to win prizes (see story).

Additionally, the brand leveraged mobile photo sharing earlier this year for a summer sweepstakes that drove users to Instagram or its branded app to share photos for a chance at winning gift cards (see story).

In this case, promoting a timely in-store event via an app is a smart way to tease the event while also bolstering its loyalty program

“Wise marketers began planning for back-to-school months and months ago,” Mr. Hasen said.

“Rather than get into the noise now, many of those brands have built relationships with consumers via permission-based clubs,” he said.

“They are delivering or will deliver relevant information and offers and provide value. For those marketers slower on the uptake, holiday season mobile planning should occur while the days are long and hot, not in the days or hours before Black Friday or later.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York