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H&M and Gap launches student mobile campaign

By Retail Technology | Thursday October 24 2013

Fashion retailers use verification app for student engagement and customer acquisition as part of campaign to drive footfall and increase store sales

UNiDAYS recently announced two separate deals with H&M and Gap, which will see its customer acquisition app drive traffic into their stores across the UK and Ireland. 

Both selected UNiDAYS, the student verification platform behind some of the biggest retailers, to drive 18-24 year olds into their stores – by giving students that use the partner app 20% off every instore purchase for a limited period.

Accurate store spending analysis 

“Freshers’ Week has now come to a close but the student spending frenzy has by no means tapered off,” said Josh Rathour, managing director at UNiDAYS. “These latest instore campaigns signify a trend towards retailers using technology to attract customers into store while being able to accurately measure spend and their return on investment.”

H&M has run a two-week student event in all 252 UK and Ireland stores and Gap a four-week event across all stores in conjunction with UNiDAYS. Each retailer promotes the student discount in its individual stores using branded window stickers and instore signs.

UNiDAYS also uses its digital marketing channels to promote the event to its active user base via web, mobile, app and social media channels, plus its growing UK email database of over 1 million UK students.

Redemption compliance management

Partnering with the discount source also allows organisations to verify each student’s university status to ensure their promotions are not being misused. In order to receive the 20% discount during the campaigns, students download the free UNiDAYS app and show their UNiDAYS iD on their mobile device to the cashier instore. 

“We are already seeing retailers working harder to attract more customers from this age range through free Wi-Fi and exclusive instore offers. Using an acquisition tool specifically for the 18-24 year old market enables retailers to target the right users with the right message," added Rathour. "Brands using UNiDAYS iD can benefit from a clearer picture of customer behaviour to produce data which helps tailor future marketing campaigns and provide a more personalised, accessible customer experience.”

Ark Clothing has also followed suit, giving students 20% when they shop in one of its 10 stores in the UK. The campaign is running from 23 September for four weeks.

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