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Coach aims to influence purchase intent in-store via mobile

American designer Coach is driving engagement, brand support and influencing purchase decisions via a mobile campaign that promotes its new Kristin collection.

The company is greeting iPhone and Android customers with in-store signage at all of its full-priced stores. Coach is directing consumers to scan a QR code to view mobile-optimized content, which features exclusive details on the new collection.

?We want to drive acquisition and engagement while consumers are in-store and online with a new and enticing mobile experience,? said David Duplantis, senior vice president of global Web and digital at Coach, New York.

?It?s about reaching consumers at every step to build further brand affinity and drive sales,? he said. ?The growth of the mobile Web market and the number of consumers who engage within that space is substantial ? not speaking to this consumer directly is a miss otherwise.

?The most significant developments in mobile marketing for us will be its increasing role as a link between physical and virtual marketing.?

Coach is an American designer brand and maker of lifestyle handbags and accessories.

How it works
When customers enter a Coach store, they are encouraged to scan a mobile bar code.

After scanning the bar code, customers are taken to a mobile-optimized page where they can view a video interview with the Kristin design team, watch behind-the-scenes video from the ad campaign shoot, browse production information and learn more about the leather quality and care.

Customers are taken to this mobile page after they scan the mobile bar code

Customers can browse additional mobile content

Consumers can learn more about the Kristin collection

Customers can view product descriptions

Customers can read tips to learn how to care for their bags

Consumers can learn more about the leather

Customers can learn the history behind the brand

Additionally, Coach is incorporating a social aspect to the campaign, letting consumers share information about the product via Facebook.

?We wanted to create and distribute a unique message for the launch of Kristin, a pivotal collection for the brand, by providing on-demand information and insider access to our customers,? Mr. Duplantis said.

?The in-store experience is now enhanced with instant access to videos, imagery and leather quality and care instructions,? he said.

?There is a massive toolkit available in the mobile world right now and QR codes are an important component because they effectively direct an otherwise passive viewer to take immediate action?make a purchase, voice their opinion, and learn more about our company.?

All about mobile
The Coach mobile campaign is just one component of a global marketing and advertising campaign that aims to remind its consumers about the brand?s designs and leather history.

The company is incorporating in-store signage in more than 400 North American full-priced locations.
Coach is also looking at how it can further use the mobile channel to engage its customers.

?We're excited to launch a complete mobile optimized commerce site in May 2011,? Mr. Duplantis said. ?Details are in development.?

Final Take
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