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House of Fraser is offering a 10% discount to students who ‘like’ the brand on Facebook.

The social media campaign mirrors a discount that is already available in-store as House of Fraser (HoF) tries to bring consistency to its online and offline offerings.

The voucher app on its Facebook page was launched in partnership with the National Union of Students (NUS) last week.

After entering their NUS card number, the student is given a code that gives a 10% discount when entered at HoF's online checkout.

The app, which will also offer 'flash sales' discounts, is aims to use Facebook to attract a younger demographic than those who normally visit the House of Fraser website, while encouraging first time purchases among students.

House of Fraser content editor Lauren Coffee said that the discount app was part of a wider social media campaign to drive up the number of Facebook fans and Twitter followers.

We have already seen an increase in the number of ‘likes’, but we run campaigns regularly so it’s hard to quantify exactly how many came from the student offer.”

Since August the number of Facebook fans has increased from 5,000 to 147,000, which is more than Selfridges' 116,000 fans - but way behind Marks & Spencer’s 541,000 ‘likes’.

Coffee said House of Fraser was looking to increase its social media presence by coordinating promotions and marketing campaigns across Facebook and Twitter.

We want to make sure that what we are saying through social media is relevant to the brand and getting or personality across, which should in turn help drive sales. It’s also important to gain our customer’s trust and confidence in the social arena.”

House of Fraser has previously focused more on m-commerce than social, launching a mobile optimised site last January and partnering with O2 to target Christmas shoppers.

By pushing marketing campaigns through social media as well, House of Fraser is ensuring that it has a multichannel offering that provides a competitive advantage over its rivals.

David Moth

Published 25 January, 2012 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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Comments (1)



The figures surprise me, so to get the 10% you have to first of all, have the NUS card that costs £11 (not disputing the value of the card itself) but then to get the discount you need to 'Like' the Facebook page, to then receive a code for the discount.

I don't know what extra value they offer from their Facebook page, but when other retailers offer discounts of varying amounts without the need to 'like' them, it surprises me when it shows they have increased their following by 142,000.

I know they are trying to be down with the kids, but opening up the discount to everyone with specific advertising to the more affluent 25-35 market would sure attract more ongoing business and result in a much more popular brand image, if they are purely going for the 'likes'.

almost 5 years ago

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