Swedish clothing company H&M launched a mobile marketing campaign on its home turf to promote its latest fashion collection. The campaign includes text to win competitions, sms coupons and mobile banner advertising. The primary target group for H&M’s latest mobile campaign is women aged 20 to 40, which fits with the retailer’s general demographic.
Swedish firm H&M is known for its “fast fashion” clothes and targets the 20 to 40 age group. H&M has more than 1,600 stores in 34 different countries, including the U.S.
H&M launched its first mobile banner campaign in 2006, becoming one of the first major brands to do serious mobile marketing. The retailer has continued to use the mobile channel ever since.
The goals of H&M’s mobile campaigns are to illustrate and promote its latest seasons collection and to drive membership in the H&M Loyalty Rewards Club.
Consumers can sign up by entering their mobile number on the site to get SMS alerts and mobile coupons with special offers driving them into physical retail locations. For example, a text message might read “Show this coupon in store to get 20 percent off your purchase.” These offers are available only for a limited time, usually for 3 or 4 hours after the consumer receives the message.
Text competitions also feature highly in H&M’s mobile strategy, with one such competition offering entrants the chance to choose their favourite H&M outfit. Entrants have to say why they want to win an outfit, giving the competition an interactive and viral marketing component.
Textlocal offer mobile marketing solutions for a number of retail outlets including Booker and Blacks Leisure Group.