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O2 has announced a deal with House of Fraser to provide a bespoke mobile marketing campaign in the run up to Christmas.

It will involve several O2 services, including Priority Moments, real time location and O2 wi-fi, to deliver personalised targeting for House of Fraser’s O2 customers.

The central element of the campaign will see House of Fraser will provide free O2 wi-fi in 11 of its stores, including its flagship store on London's Oxford Street, giving the retailer access to customer data while they shop.

All customers will have access to wi-fi, but other aspects of the campaign will target O2's 22m UK customers.

O2 says the campaign will drive footfall, brand awareness and loyalty, but more importantly it aims to increase incremental sales and drive purchase decisions around specific offers and promotions, which is all important for House of Fraser in the busy Christmas shopping period.

O2 Media’s real time location services will be used to direct consumers into House of Fraser stores by offering a range of promotional activities. 

This will include rich media messages, such as pictures and videos of instore fashion shows and products.  

Further messages will be sent to consumers directing them to House of Fraser’s mobile app which also provides information on deals, offers and planned in-store activities.

As a further bonus, O2 Priority Moments customers will be given a £15 gift voucher when they spend £40 instore until the end of January 2012.

O2 said this deal is unique for House of Fraser this Christmas, but there are plans to involve other retailers in the future.

This multichannel campaign is further evidence of House of Fraser’s efforts to embrace new technology and stay ahead of its competitors.

It launched a mobile site in January, reviewed here, and revamped its desktop site in the summer in an effort to build on increasing online sales.

The tie up with O2, particularly the free wi-fi, will be a useful tool in targeting Christmas shoppers with offers to draw them away from its high street rivals.

David Moth

Published 23 November, 2011 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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