Neiman Marcus is helping customers stay informed this holiday season by enabling a mobile message campaign at select stores.
Neiman Marcus will be utilizing iBeacons, which enables messages to be sent directly to the customers who download the store’s passes via Apple’s Passbook mobile application, informing them about special in-store events and offers in-store when the consumer is close to the facility. With the adoption of the iBeacon capability, Neiman’s hopes to drive up mobile engagement.
Ginger Reeder, VP of Corporate Communications at Neiman Marcus Group Services in Dallas said, “We know that our customer wants to be able to make the most of her visit to our stores.” Reeder then specified, “This technology insures that she does not miss a personal appearance by a designer, a trunk show or a special promotion.” Reeder also publicized a major perk to the iBeacon capability in terms of the consumer: “She does not have to check the Web site before she goes to the store. It makes it very easy and simple for her."
The iBeacon effort was created via the Neiman Marcus’ iLab team. Neiman Marcus also collaborated with BestFit Mobile, a mobile strategy firm, to build an iBeacon messaging campaign utilizing the company’s ProxDK proximity platform.
For the upcoming 2014 holiday season, the iBeacon strategy will be implemented at all Austin, TX, Walnut Creek, CA and San Antonio, TX locations.
For customers who navigate to store pages at any of the mentioned locations will be invited to learn more about the Passbook app.
The Passbook does not need to be downloaded as it already comes pre-loaded on all iOS mobile devices, whether an iPhone or iPad.
If customers want to begin to receive messages, consumers just have to click on a link provided on the Neiman Marcus’ website. From here, the retailer can begin to send customers push notifications tailored to the specific store.
Throughout the holiday season, Neiman Marcus will host various trunk shows and meet-and-greets with designers. Messages from the Passbook app will pop up on the consumers phone screen to ensure that they are having the desired shoppers experience.
Neiman Marcus has launched an iOS mobile app that blends both content and commerce to encourage interaction with consumers. Neiman’s has also taken the extra steps to separate themselves from their contenders by utilizing the mobile app to house their blog and Instagram feed.
Neiman Marcus and BestFit Mobile found Passbook to be the best option in terms of streamlining, instead of opting for the the traditional route and utilizing an iOS app.
Bret Cunningham, President of BestFit Mobile touted, “Really the use of passes in Passbook is a first step in a larger engagement plan.”
Neiman Marcus may also expanding this effort geographically. “If this proves to be an effective tool for our customer, then we will look to expand into other markets and seasons,”
"The goal and desire is to take advantage of the traffic,” said Cunningham. “By getting this technology on their iPhones, we’re able to drive visibility to the events happening. It makes Neiman Marcus more than a place to buy your Christmas presents, but makes it fun.”