Fashion retailer H&M is promoting the new Versace pieces in its collection through a mobile advertising campaign. The campaign aims to drive in-store and Web traffic and allows the retailer to collect customer data for future marketing campaigns.
The chain is using mobile banner ads to promote the new campaign. When consumers click the ads, they can sign up for H&M's online newsletter, boosting the retailer's newsletter subscription numbers and web traffic and allowing it to obtain customer information and remarket to those who have subscribed in the future.
This is not H&M's first venture into mobile marketing as the retailer promoted its new collections through the MyTown iPhone application last year. The application was a game that allowed players to unlock rewards and earn points by checking into brick-and-mortar locations. Addtitionally, H&M marketed its spring offering "The Garden Collection" via a multi-channel mobile campaign that not only drove in-store traffic but traffic to its mobile site as well.