Saks Fifth Avenue has a tradition of drawing local attention in New York City to its holiday display windows, but this year, it is offering something new by adding customized QR codes that encourage participation in mobile-commerce purchases, too.
These two dimensional barcodes allow consumers to use their smartphones or tablet computers to visit the retailer’s mobile store where they can shop for the gifts on their lists, or to view a short video which is being called “the holiday show”. Many are applauding this latest effort by Saks, as it takes an important step further into the mobile universe while helping to boost loyalty for the brand.
According to Red Fish Media president and founder, Matt McKenna, shop windows are a very strong location for QR code placement. He said that “People are coming to these iconic stores during the holidays and it’s a fantastic place to have them.” McKenna was speaking on the topic due to his expertise on the topic, but is not actually affiliated with Saks Fifth Avenue or the mobile marketing campaign itself.
Red Fish Media has, however, performed mobile campaigns for a subdivision of Saks Fifth Avenue, Off Fifth, in addition to campaigns for Starbucks, Ralph Lauren, and Nike.
The Saks QR code placement is right in the corner of its holiday window display, and has the @Saks symbol incorporated into its design. Consumers are encouraged to use their mobile devices to scan the barcode as there is a line that says “See the Saks holiday show, direct from New York” posted near it.
