The Yards, Covent Garden launches festive activation that uses pioneering geo-located technology
The Yards, Covent Garden has launched a festive activation that uses pioneering geo-located technology for the first time in a UK retail setting.
Called 12 Drops of Christmas, it aims to drive footfall, arouse consumer interest and support occupiers’ sales.
The activation will give visitors the opportunity to unlock exclusive destination offers by scanning a QR code found within The Yards. Once this is accessed, they will be directed to a dynamic map which will show them where they can redeem exclusive offers from a range of occupiers.
The Yards has worked collaboratively with occupiers across the destination to create an offering that also includes prizes that can only be found at The Yards. Offers include £500 off at Clarendon Fine Art, a £150 Hawksmoor Gift Card and a complementary Christmas Party at The Conduit, as well as further prizes from Dishoom, London Graphic Centre and more.
The activation will run from 1 to 12 December, with one winner receiving a headline prize each day. Smaller rewards will be available for all for the duration of the campaign.
Not requiring visitors to download an app, the mobile-web-powered technology will only recognise people who are geographically located within a specific proximity of the destination. The Yards has worked with the Landmrk location-based experiences platform on the project.
The move is part of Longmartin Properties’ continual investment into The Yards. The news follows its recent £4.5 million investment in around 20,000 square feet of high-spec office space within the heart of The Yards across two locations at 14 Upper St Martin’s Lane and 10 Slingsby Place.
Speaking on behalf of The Yards, Lynne Henderson, marketing and community manager, said: “In the current retail climate, and with so many shoppers choosing to shop online, it is important for landlords and asset managers to deliver a real point of difference when it comes to customer experience. The 12 Drops of Christmas campaign and debut use of this technology signifies our ongoing investment, innovation, and our future proof approach to ensure The Yards is set apart from its surrounding central London locations.”
Tom Nield, co-founder of Landmrk, added: “It is very exciting to be able to deliver a retail first for our pioneering technology and to work alongside The Yards and its innovative landlords, Longmartin Properties. The 12 Drops of Christmas experience at The Yards is an exceptional example of what can be achieved when you marry technology and consumer experience.”
Longmartin Properties is joint venture between Shaftesbury and the Mercers’ Company.