Pokémon GO inspires Bloomies' social media omnichannel effort

Sept. 9, 2016

Leading retailer Bloomingdale's is hoping to spark fall season sales with a unique customer engagement effort using social media.

A sweepstakes campaign aimed at Snapchat users involving a brick-and-mortar scavenger hunt is a quest to strengthen the retailer's omnichannel strategy, according to Luxury Daily.

Shoppers in Bloomingdale stores are encouraged to snap shots and take video using SnapChat in a quest to find geofilters and share content through direct messages with the department store. Participants can win a wide range of prizes, from a meet and greet with Rebecca Minkoff to concert tickets.

"Hiding hundreds of Snapchat filters at local stores around the country felt like a fresh take on a scavenger hunt or sweepstakes," said Jonathan Paul, operating VP of social media, according to Luxury Daily. "One of our insights came from Pokemon Go and that mobile user behavior.

"We thought that if we could gamify Snapchat geofilters we could connect with shoppers in a playful and creative way," he added.


Topics: Consumer Behavior, Customer Experience, Department Stores, Marketing, Mobile Retail, Omnichannel / Multichannel, Social Media


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