As part of their recent launch of the Polo for women clothing line at Harrods, Ralph Lauren have implemented a range of interesting digital retail technology in order to improve sales.
Visitors to the store can now use their smartphones to scan QR (Quick response) codes on display at the front of the store to get information sent to their phone. This includes a link to the Harrods website and an interactive map to guide them through the store to the Polo Range.
Speaking in Retail Week, Harrods Media Sales Director, Guy Cheston, describes his enthusiasm for the new interactive technology:
“Customers are using mobile and digital technology more and more, so we are keen to explore new ways for brands to interact with our customers whilst they visit the store. It’s great to be able to reach out to passers-by, even when the store is closed and build brand loyalty and excite customers into the store, or for a return visit.”
It is refreshing to see these normally conservative luxury brands making the foray into using digital retail technology – as Cheston agrees:
“Luxury brands are well known for being conservative, rightly protecting their precious brand values. A few years back, it was a challenge to get luxury brands to promote via digital screens in-store due to sensitivities over adjacencies with competing brands, but this is not an issue any longer. They see the impact, and high value in such a dynamic medium which drives retail sales in-store.”
As the QR codes are displayed outside the store it means that passers by can browse online even when the store is closed, to increase the likelihood of a sale. We think the interactive map is a great idea in a large store such as Harrods, where items can be difficult to locate and we will be interested to see if it catches on elsewhere.