Ralph Lauren and Harrods Partner for Mobile-enabled Display

Tim Maytom

41208Ralph Lauren has deployed mobile proximity technology across 15 of Harrods' window displays to support the launch of its Polo Ralph Lauren line.

Marking the designer's expansion of the line to include Polo for women, the display calls upon Harrods' previous experience with digital marketing, aiming to connect with shoppers via their smartphones by offering exclusive interactive content in addition to an out-of-hours' opportunity to engage with the retailer.

The displays combine NFC technology and QR codes deployed using large vinyl lenticulars and stickers that initiate a landing page on smartphones, offering customers an interactive map that guides them to the newly-launched Fashion Lab within Harrods. The displays were developed by Proxama, who previously worked with Harrods on its Handbag Narrative campaign.

"Customers are using mobile and digital technology more and more, so we are keen to explore new ways for brands to interact with our customers whilst they visit the store," said Guy Cheston, media sales director for Harrods. "It's great to be able to reach out to passers-by, even when the store is closed and build brand loyalty and excite customers into the store, or for a return visit."

"The combination of a luxury fashion brand and a globally recognised department store demonstrates the versatility of this type of technology," said Miles Quitmann, CCO of Proxama. "By offering consumers the opportunity to find the Polo range in-store and online, Harrods is combining its physical and digital assets, reaching consumers through the channel of their choice. Initiatives like this are relevant and connect with today's digital shopper to help enhance confidence in this technology, as it becomes more widespread."