O2 has announced its first bespoke targeted marketing campaign for House of Fraser, a UK premium department store group, encapsulating a range of O2 services. 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. A portfolio of O2 Media services, including Priority Moments and real time location reach have been combined with O2 Wifi to deliver personalised targeting for O2 customers around the House of Fraser brand, which is focused on delivering an innovative consumer experience.
One element of the campaign will see 11 House of Fraser stores across the UK offering all their customers free O2 Wifi. Customers will benefit from full access to the internet, while House of Fraser will gain aggregated rich customer insights and data. 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 also be sending 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 multi channel offer, which also provides information on deals, offers and planned in-store activities.
Robin Terrell, House of Fraser’s Executive Director for Multi Channel 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 ground-breaking initiative. We look forward to further engaging with our customers during what is the year’s busiest trading period. “
Tim Sefton, director new business development at O2: “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. Our multi-channel campaign for House of Fraser is a perfect example of our ability to produce agile and effective bespoke solutions for clients. 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.”