Another department store harnesses mobile shopping experience as well as engage their customers with O2

House of Fraser customers are to get free Wi-Fi courtesy of a bespoke targeted marketing campaign created for the department store retailer for mobile operator O2.

This is the first time that O2 has combined and integrated different services to deliver a mobile campaign that is part of House of Fraser’s wider marketing mix for their Christmas activity. Today’s announcement follows hot on the heels of John Lewis and its instore Wi-Fi deal with The Cloud. 

Part of integrated marketing campaign

One element of the campaign will see 11 House of Fraser stores across the UK offering all their customers free O2 Wi-Fi. Customers will benefit from full access to the internet, while House of Fraser will gain aggregated rich customer insights and data.

A portfolio of O2 Media services, including Priority Moments and real-time location reach have been combined with O2 Wi-Fi to deliver personalised targeting for O2 customers around the House of Fraser brand, which the operator said is focused on delivering an innovative consumer experience.

Already above the line, as part of O2’s own advertising campaign to support it Priority Moments service, House of Fraser will also offer O2 Priority Moments customers a £15 gift voucher when they spend £40, until the end of January 2012.

The bespoke O2 service has been designed to offer House of Fraser a comprehensive marketing solution in the run up to the vital Christmas period that not only drives footfall, brand awareness and loyalty but also increases incremental sales and drives purchase decisions around specific offers and promotions.

Alongside this, O2 Media’s real-time location services will be used to direct consumers into House of Fraser stores by offering a range of promotional activities. O2 Media will be used to send out rich media messages, such as pictures and videos of in-store fashion shows and products. Further messages will be sent to consumers directing them to House of Fraser’s own department store app, the latest development in their multichannel offer, which also provides information on deals, offers and planned instore activities.

Engaging Christmas shoppers

Robin Terrell, House of Fraser’s executive director for multichannel and international, commented: “House of Fraser is committed to finding new and innovative ways of providing our customers with a VIP shopping experience and we are delighted to be working with O2 in this groundbreaking initiative. We look forward to further engaging with our customers during what is the year’s busiest trading period.”

Tim Sefton, new business development director at O2, said: “All indications show that Christmas is likely to be exceptionally tough for retailers so clients need as many weapons in their arsenal as possible. However, in an increasingly fragmented market the ability to grab the consumer’s attention and speak to them directly and effectively in the right place and in the right mood will be of the utmost importance.”