Imagine a new marketing channel that not only increases in-store visits and redemption rates, but also grows loyalty. For a brick-and-mortar retailer, what’s not to like? At Retail Week Live (London, March 2019), Malene Da Silva, EMEA retail marketing director for fashion retailer Polo Ralph Lauren, explained how an innovative way with some old tech allied to some new tech had produced results that exceeded expectations and has the potential to deliver yet more for the upmarket Polo brand in its ongoing search for growth.
Polo attracts 47 million visitors a year to its 64 “factory outlet stores” carrying...