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Victoria’s Secret’s catalog gets a mobile boost for Valentine’s DayBy
Lingerie brand Victoria’s Secret has added a new component to its digitally enabled catalogs that entices consumers to take a quiz to see their ideal bra size, type and fit, boosting its mobile merchandising capabilities in time for Valentine’s Day.
For years, retailers have incorporated mobile elements to their print catalogs to offer second-screen experiences and entice shoppers to dive deeper into their brands. Victoria’s Secret is bumping up this effort with an easily accessible quiz that offers more than merely additional content.
“Short quizzes are a great way attract new users and get existing ones fired up at the same time,” said Mark Cluett, marketing manager at Polar. “They’re easily sharable over social networks and amongst friends and though it seems short, it still manages to showcase many different Victoria Secrets’ product offerings.”
Print to mobile
For its Valentines Day catalog, Victoria’s Secret has an ad that encourages shoppers to first download its app.
Once downloaded, consumers can point their smartphone camera at product images. When the camera is held in front of an image that can be scanned, a pink plus sign appears. Users can then click on the plus signs to shop and read more about the products.
There are also additional images available of the products to get a clearer idea of fit and style. The Scan to Shop feature can be accessed on the app to start scanning catalog images. Users can also search the Angel bra guide at VictoriasSecret.com.
The Fit Quiz on the app also complements the catalog. The quiz asks consumers what size bra they are wearing, if they have to adjust their straps often, how the bra band fits and the cup size.
Based on users’ answers, the quiz generates a response and tells consumers what their “Perfect Size” bra is. Consumers are then prompted to call a bra specialist if they are still unsure.
After the quiz is completed, the app provides a direct link to shop its bras.
“Clearly Contacts has a similar experience where you can see what a pair of glasses looks like on an existing photo of yourself, where Victoria’s Secret steps up is it provides you many more avenues to make more purchases at the end of the quiz,” Mr. Cluett said.
Over the last few years, mobile has played a significant role in Victoria’s Secret marketing strategy.
Victoria’s Secret used an interactive mobile chat solution to allow users of its Pink Nation application to socialize with others and a messaging feature to provide exclusive access to the brand’s annual Fashion Show.
Frankly, a messaging app that taps into interactivity, powered the chat solution, which was part of a larger update to the Pink Nation app that also included exclusive holiday offers as well as more badges, filters and stickers. In 2014, Victoria’s Secret mobile strategy involved repeated uses of in-app communication, including messaging and chat, which seemed to work well with its core audience demographic (see story).
Earlier in 2014, the lingerie brand iteration of its updated iPhone application played up a message center where the brand would continuously push out content.
In-app messaging and push notifications played a significant role in how the lingerie retailer brought back repeat traffic to build sales. While these kinds of features may have appeared to be small changes, the overall effect had a much bigger impact on how Victoria’s Secret lined up its app to be a key part in its mobile, digital, social and in-store strategies (see story).
“Though use may have diminished as of late, physical media-like catalogues still have a time and place,” Mr. Cluett said. “Rigorous cross promotion on the Web encouraging users to check out the catalogue, and vice-versa with getting users to download the app or check out the mobile site, usually spells success and engagement.”
Caitlyn Bohannon is an editorial assistant on Mobile Commerce Daily, New York
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