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House of Fraser and O2 partner for Wi-Fi and mobile marketing campaign

House of Fraser has become the latest retailer to offer its customers free Wi-Fi as part of a wider mobile targeting campaign in the run up to the crucial Christmas trading period.

The department store chain has teamed up with O2 to roll out free Wi-Fi in 11 of its stores, which it will use to collect customer insights and data. House of Fraser follows the likes of rival department store John Lewis, Tesco and McDonald’s in introducing free Wi-Fi across its stores.

As part of the marketing campaign, O2 will launch a “bespoke” targeted marketing campaign for House of Fraser, which has been designed to boost footfall, brand awareness and loyalty, as well as sales.
The targeted mobile campaign will include using real-time, location-based services to send personalised text messages to customers, such as images and videos of in-store fashion shows and products.

Consumers will also be sent further messages to encourage them to visit the department store’s iPhone app, which features details on deals and in-store activities.

Robin Terrell, House of Fraser executive director for multichannel and international, said the move was part of the retailer’s commitment to find “new and innovative ways” of providing its customers with a first-class shopping experience.

Tim Sefton, director new business development at O2, said, “This is a first for O2 on a number of levels, but particularly, this is the first time we have combined different elements of our business to deliver a proposition to a customer that can really engage and grab the attention of the consumer.”

Source : Suzanne Bearne – New Media Age
www.nma.co.uk/news/house-of-fraser-introduces-free-wi-fi-as-it-rolls-out-targeted-mobile-campaign/3032170.article

24 November 2011
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