The Oracle lauches new mobile marketing strategy for shopping centre retail
The Oracle shopping centre in Reading is leading the way with new smartphone technologies this Christmas with the launch of a new creative campaign utilising QR (Quick Response) codes.
The campaign, created with creative agency, Baber Smith, is now running throughout the Thames Valley region and enables customers to use their smartphone to scan or capture the QR code from The Oracle’s advertising media to download details of the latest fashion, Christmas gift ideas and products featured in the campaign, as well as festive opening hours, a mall guide and promotions from retailers at The Oracle.
The two-dimensional codes, which are capable of encrypting large amounts of data, can be read by all smartphones with cameras and QR Reader software installed, and are now forming an integral part of The Oracle’s marketing collateral as part of a new interactive mobile marketing strategy.
QR codes are already widely used in Japan and America, but the technology is only just starting to be adopted in Europe. Many retailers are slow to embrace the technology but large UK retailers, including Marks and Spencer and Waitrose have recently used QR codes in their products and marketing campaigns.
The Oracle is among the first UK shopping centre to apply QR codes to their marketing campaign and is leading the way in mobile customer engagement in shopping centre environments – a fact that many others may have missed, with a recent survey by 2ergo reporting that 93% of the UK's leading retailers will miss out this Christmas by failing to respond to the increasing mobile habits of shoppers.
Natalie Hilton, Marketing Controller at The Oracle, said: “We have found that shoppers are increasingly using their phones in-store to source product details, compare prices and find offers while they shop, and expect this to increase dramatically with a greater number of people investing in smartphones and becoming more comfortable with mobile marketing. The codes are a great way for our retailers to communicate their festive offers and give instant value to customers. We felt the need to respond to the way our customers are shopping with a new mobile marketing strategy for The Oracle - by embracing this new technology we have been able to provide something innovative and engaging for our customers this Christmas. We are very excited to see how the campaign progresses over the coming weeks
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