Elle is leveraging mobile proximity and beacons to engage shoppers in the store about its partner brands. What makes this different from the number of brand-based programs already rolled out, according to MediaPost, is:
In the case of Elle, the magazine is the aggregator of the brands that wish to reach mobile shoppers and is focused more on the product of the brand rather than the retailer.
We’ve seen success with this approach in the past for brands like Hillshire Farm, which generated 20x increase in purchase intent and sales in a program last year.
The Elle beacon pilot will be deployed via its own ShopAdvisor app and 3rd party app RetailMeNot, which has an audience of approximately 25 million. The company did not verify if these were monthly active users or total downloads.
Elle is using beacon company Swirl Networks to support the efforts. Elle is published by Hearst Corporation, an investor in Swirl Networks.