Topshop launches app aimed at students
Topshop is to launch a new game app aimed at students as it further develops its digital communications strategy.
The fashion retailer has teamed up with mobile games expert SCVNGR to develop a bespoke app which will challenge students to complete certain tasks using their smartphones.
Once the tasks have been completed, students will be offered a range of rewards and exclusive offers to be used in-store.
The game works on a points system where players can choose the reward they wish to play for. Rewards include a 20% in store discount and entry into a competition to win a £500 shopping spree.
The fashion themed challenges will include activities such as snapping a photo of a favourite ‘back to college’ outfit or telling SCVNGR which item of clothing best represents this season’s fashion trends.
Seth Priebatsch, CEO of SCVNGR, said: “Topshop has established a fun, unique and popular brand identity over the years and SCVNGR’s game engine enables Topshop to convey this image through custom scripted challenges whilst inviting consumers to browse its collections. We are thrilled to be launching with such an iconic company as our first challenges and rewards retail brand campaign outside of North America.”
Topshop has been digitally communicating with its customers for some time now. The retailer was the first high street store to live stream its own catwalk show and was also first to launch its own blog. It has the most popular high street store on Facebook and Twitter and is now planning to launch a mobile shopping site.
