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Street app drives shopper engagement

News, 04 August 2016

LONDON: Destination shopping streets around the world could benefit from having a dedicated mobile app, such as that offered by London's Regent Street, which enables shoppers to rapidly build a profile and receive relevant content from stores.

There are more than 120 restaurants and international brands along the so-called "mile of style" and the Regent Street Association, which co-ordinates activities on behalf of all retailers there, aims to make visits more enjoyable for shoppers as well as boosting member sales.

"The mobile app is one of many tools they have in their arsenal to make this happen," according to Henry Lawson, CEO/co-founder of autoGraph.me, which supplies the opt-in profile-building technology that is – along with in-store beacons that enable personalisation – central to the app.

"The app allows each user to only be exposed to the Regent Street offers they're interested in by utilising autoGraph's user-generated profile solution," he explained to Luxury Daily.

"The user does this by swiping up or down on the brand sorter to build their own profile of interests. We rank all of the Regent Street content in order of what is valuable to that specific user."

He added that it takes only 30 seconds to build a profile and that 95% of app downloads have resulted in a profile being created.

Lawson stressed that retailer content was not discount-driven. "It is about experiences that can only happen in-store – such as the Gin Bar in Hackett or the autumn/winter collection now available in-store at Burberry.

"From our analysis of consumer content consumption, news, exclusivity and experiences drive foot traffic much more than discounts or sales," he said.

The app was first launched in 2014, since when participating stores report that offer redemptions via the mobile app have increased tenfold. And an engagement rate of 35% has been achieved from offers sent to shoppers on the basis of geotargeting.

"We are very proud of being the first luxury shopping experience in Europe that is fully beacon-enabled," Lawson said. "Other 'destination' shopping streets could certainly benefit from having an in-app experience personalised to every shopper.

Data sourced from Luxury Daily; additional content by Warc staff