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Victoria’s Secret targets fashion-savvy consumers via location-based mobile campaign

By
September 20, 2012

Victoria’s Secret is continuing to use mobile as a revenue driver with a new targeted mobile advertising initiative that encourages consumers to visit its locations. 

The company is running the mobile ads within Pandora’s iPhone application. Victoria’s Secret has used mobile in the past to entice new and existing customers to shop its products.

“The ad is intuitive with a directive to shop for a specific item that is being advertised,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“Once the consumers click the ad they are directed to an landing page that has GPS functionality to identify the closest location for purchase with an option to also place an order online,” she said.

Ms. Troutman is not affiliated with Victoria’s Secret. She commented based on her expertise on the subject.

Victoria’s Secret did not respond to press inquiries.

New promotion
The Victoria’s Secret ad reads “I Love My Boyfriend Pant. Shop the limited edition boyfriend pant.”

When consumers tap on the mobile ad, they are redirected to the company’s mobile-optimized landing page where they can either shop the collection through their mobile device or visit the nearest Victoria’s Secret store to browse the products in-person.

The ad is geotargeted and automatically gives users the nearest Victoria’s Secret store based on their location.

The company is smart to give consumers two options.

It is great to give customers a way to buy products on-the-go. Moreover, many users are still wary of making purchases through their mobile devices.

Therefore, by incorporating location, Victoria’s Secret is able to drive in-store traffic.

Past efforts
Victoria’s Secret is no stranger to mobile.

This year alone, the company has ran a slew of mobile campaigns.

In March, Victoria’s Secret ran mobile commerce-enabled ads that let consumers shop directly from their handsets no matter where they were.

The company promoted its line of Pink panties with a promotion that enticed users to tap on the ad (see story).

Most recently, the company incorporated video, social media and location in an effort to drive in-store traffic and sales (see story).

“The mobile ad overall is functional with a clear targeted action and an exceptional use of location based marketing,” Ms. Troutman 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 rimma@mobilemarketer.com.

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