House of Fraser is to launch an iPhone app with a barcode scanner to give customers extra product information and reviews when they’re shopping in-store.
Robin Terrell, executive director of multi-channel and international at House of Fraser, told new media age that the app, which will launch in December, will focus on “in-store engagement”, with customers able to scan products, add items to their wishlists and share such information through social media sites.
The department store chain is also combining the app with its loyalty scheme to let customers earn points when they engage with it, such as when they check in to stores and write product reviews.
Terrell added: “What’s really interesting about the mobile phone is the opportunity for interaction in the physical world.”
Earlier this week, House of Fraser announced it would roll out free Wi-Fi across its stores as it kicked off a mobile marketing campaign with location-based messages in order to drive footfall and sales (nma.co.uk 23 November 2011).
The targeted mobile campaign includes using real-time, location-based services to send personalised text messages to customers, such as images and videos of in-store fashion shows and products.
Retailers are increasingly exploring new ways of engaging with mobile users. Last week, Asda introduced an iPhone app that includes a barcode scanner to check product items and add them to their shopping basket (nma.co.uk 17 November 2011).