UK Department Store Targets Holiday Shoppers With Mobile Campaign & Free Wi-Fi

The UK department store chain House of Fraser has teamed up with mobile and communications company O2 to provide free wi-fi in 11 locations including its flagship store on London’s Oxford Street, as part of a targeted mobile campaign this Christmas. All customers will be able to use the wi-fi once they’ve registered in-store, but other aspects of the campaign will be targeted at O2′s 22 million UK customers.

The marketing campaign will include using O2′s real-time location-based services to send personalized text messages to customers within half a mile of the 11 selected stores, directing them to House of Fraser by offering a range of promotions. This targeted mobile campaign has been designed to boost footfall, brand awareness, loyalty and sales.

Text messages will include sale alerts, discount vouchers or information about events, while rich media messages will include pictures and videos of in-store fashion shows and products. Further messages will be sent to customers directing them to House of Fraser’s mobile app, which also provides information on deals, offers and planned in-store activities.

House of Fraser