Neiman Marcus launches location-based campaign
Neiman Marcus launched a location-based mobile marketing campaign on March 17, rewarding consumers who complete challenges with prizes such as a free makeover or a chance to win a $2,500 shopping spree. Customers can use the Scvngr mobile application to participate in the in-store challenges.
The goal of the effort, which runs through April 10, is to acquire new customers and engage current ones, said Wanda Gierhart, CMO at Neiman Marcus Group, via e-mail. She said the campaign is targeting 15-to-30-year-old women.
The effort supports Neiman Marcus' “Big Night Out” promotion, which the retailer is conducting in stores throughout March and April to publicize its dress collections for spring events such as proms and formals.
Campaign challenges include photographing a favorite dress detail or sharing what criteria consumers consider when picking out a prom dress. Except in the case of the shopping spree, the campaign's rewards will be delivered to consumers' mobile phones upon the completion of each challenge. All rewards can be redeemed in store.
Gierhart said Neiman Marcus will use data collected through the campaign “to learn more about our customer or potential customer and figure out how we can enhance their shopping experience.” The retailer is not collecting consumers' personal information through the Scvngr initiative, she said.
Consumers can also enter to win the shopping spree by filling out forms in-store. Neiman Marcus will collect consumers' personal data “if they choose to give it to us,” said Gierhart. “If they opt in for e-mails, we will put them on the e-mail list,” she said.
The company is promoting the campaign via banner ads, a partnership with Teen Vogue and the Twitter and Facebook pages of both Scvngr and Neiman Marcus.
The retailer is working with agency Attention to promote the campaign.