18 MOBILE
HAIRDRESSER LAUNCHES INSTORE FACEBOOK LOYALTY SCHEME
Two times British Hairdresser of the Year Andrew Collinge has launched a new Facebook loyalty scheme, putting the social network at the heart of the retail experience in his graduate hairdressing salons. Graduates salon clients are now given
the opportunity in store to apply for a Facebook-enabled loyalty card. Touching the card on a ‘LikeStation’ in the salon will record their attendance and automatically share details of their visit, instore promotions and offers on Facebook. The Loyalty Connect system from social media specialist Excelerated Applications links a customer’s Facebook profi le to their loyalty card, giving retailers the ability to post content on their behalf as part of the instore experience – such as check-ins, product purchases and even photos. Retailers retain control over the content
shared by their customers and can track impressions created, clicks and customer engagements created as a result. Collinge said: “We’re delighted with the solution and we’re already creating social media ambassadors out of our loyal clients. Nothing is more important to consumers than a personal recommendation and this solution has already created thousands of these for us on Facebook.” He added: “Though we’ve only been live
for a few weeks, we’ve already seen tens of thousands of impressions on Facebook, and hundreds of new visitors to our website and Facebook page.”
operated US, Europe and Asia locations. The system, developed and customised
GUCCI TAKES ON MOBILE PoS G
ucci this spring announced the launch of its own mobile point-of- sale (MPoS) pilot at select, directly
by Micros Retail, is designed to enhance the Gucci luxury shopping experience. The mobile platform enables sales associates to spend more time on the floor while providing clients with support and assistance, as well as speeding up sales transactions.
The retailer has equipped each sales associate with Apple iPhone 4Ss, which they can use to process sales and wirelessly email receipts to customers. The devices are also loaded with the Gucci Style app, as well as utility applications such as Google translator, Google Maps and currency converter. In addition, sales associates are able to allow clients to navigate the Gucci digital flagship at
Gucci.com. Patrizio di Marco, president and chief
executive of Gucci, stated: “Innovation is a key word at Gucci. We are not only about tradition and craftsmanship, we owe a lot of our success to our ability to continuously innovate in everything we do. We have a firm eye on the future and this programme confirms Gucci’s strong commitment to new technologies. “Not only are we setting new frontiers
between fashion and technology,” added di Marco, “but we are also further enriching the touchpoints between our customer
and the brand, thus enhancing the instore experience.”
The system was previewed by over 400 store managers from around the world in Rome at the Gucci worldwide managers’ meeting in March. And Gucci has plans to move toward the removal of regular cash registers to further develop this platform. The retailer also said it is planning to
deploy its mobile PoS system in 15 US stores and approximately 30 stores in Asia and Europe later this year. Additional locations will be rolled out across all regions throughout 2013.
WHSMITH GOES CONTACTLESS
WHSmith, one of the UK’s largest retailers of stationery, books, newspapers, magazines and impulse products, has become one of the latest businesses in the UK to go contactless in partnership with Streamline and Visa Europe.
The new contactless payment option will initially be available in 46 major travel
RETAIL TECHNOLOGY MAY/JUNE 2012
locations, such as London Heathrow, Gatwick, Stansted and Mainline Railway Stations across the UK. These stores are expected to go live throughout spring 2012. The VisapayWave contactless technology provided by Streamline enables consumers to simply touch the reader with their cards for everyday items under
£20 (which rose from £15 from 1 June), speeding transaction times and reducing the costs associated with cash handling and related security. With over 1,000 stores across the UK, WHSmith is the fi rst large bookseller, stationer and newsagent to adopt contactless technology in the UK.
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