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Ralph Lauren uses mobile technology to target shoppers at Harrods

Ralph Lauren has taken over 15 windows at Harrods on London’s Brompton Road with displays featuring mobile proximity technology to support the launch of its Polo Ralph Lauren line for women.

The brand is offering exclusive and interactive content which can be sent direct to shoppers’ smartphones, using a combination of Near Field Communications and QR codes. Customers can scan the window display with their phones to reach a landing page that will open an interactive map guiding them to the Fashion Lab, a recently-launched area within Harrods where the collection is located.

The page also links to the Harrods mobile website so shoppers walking past the display can access the collection when the store is closed.

Guy Cheston, Harrods media sales director, said: “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. 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 technology is provided by Proxama, which previously worked with Harrods on its Handbag Narrative campaign.

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