Regent Street becomes Europe’s first shopping street to pioneer a personalised mobile phone app with Beacon technology
Technology provides exclusive offers tailored to shoppers’ preferences while keeping their data private
Regent Street is set to become the first shopping street in Europe to pioneer a unique mobile phone app which delivers exclusive, personalised content to shoppers about what’s on offer during their visit.
The app uses Bluetooth technology to communicate with beacons in each store so that as shoppers walk past, they receive alerts direct to their mobile phone about a range of things, from information about new products and upcoming events to exclusive offers only available to those shopping on the Street that day. Beacon technology is a new innovation which has only previously been trialled by a handful of individual retailers; this is the first time the technology has been employed across an entire shopping street. The app is free to download from the app store.
As well as providing content, the app is also intuitive, building a profile for each shopper so that the content they receive is tailored to their individual preferences. It will also enable shoppers to better explore what the street has to offer, helping them plan their visits and introducing them to new brands that align with their interests, all while maintaining their anonymity.
The introduction of the app forms part of the £1bn Regent Street regeneration programme being delivered by The Crown Estate, which has already seen an array of internationally renowned brands like Burberry, J Crew, Karl Lagerfeld and & Other Stories and soon to open Watches of Switzerland open global flagship stores on the Street.
David Shaw, Head of The Crown Estate’s Regent Street portfolio said: “This is a fantastic example of how Regent Street is continuing to evolve as the world’s most successful shopping destination, bringing together online, physical and now mobile retailing to provide an experience which delivers across all of the platforms that appeal to 21st century shoppers.”
Paul Lorraine, UK General Manager of Longchamp said: “Success in retail in the 21st century is strongly linked to how you engage your customers in store and online. Regent Street already has a reputation as being the place to be for brands like ours and the new mobile app will bring the digital and physical together, providing an exciting new way for us to speak to our customers.”
The app is being introduced in conjunction with the Regent Street Association, which represents the Street’s retailers.
“We are delighted Regent Street is the first shopping street in Europe to utilise beacon technology. The retailers have embraced this initiative and understanding it is the ways forward, fully support the digital advancements. The Regent Street app is ideal as it enables the customer to choose the brands they wish connect to without it tracking their personal data. This is perfect for Regent Street.” Annie Walker, Director Regent Street Association
The app was developed by digital marketing firm autoGraph.