In the latest version of its app, lingerie chain Hunkemöller is going all out with location based messaging: the retailer is trying to ‘push’ people that pass by their shops into those same shops through so-called 'geofencing'.
Location based messaging
The recently updated app of Hunkemöller sends owners of a smartphone, who have installed the app on their phone, a personal message when they are near a Hunkemöller location. “By using geofencing the app users that are within one hundred meters of a Hunkemöller shop will receive a personal push message. The app does not have to be active for this”, says the chain in a press release.
Hunkemöller is convinced “location based messaging will strengthen the relationship between mobile and the physical shop. We are now capable of inviting our customers to come and see the latest collection or to use the points on her member card when they are near one of our stores.”
And it has to be said, this new feature is well thought through: every user will only receive one message per shop and per campaign and it will only work when the shop is open - so not at night, for example.
For now only three countries
Another novelty in the app is the use of real-time coupons, which can be used online and offline. They are not based on your location, but they do give the retailer the opportunity to quickly pick up on factors such as the weather, special events and upcoming holidays.
The new app is currently available in six languages and can only be downloaded by users in the Netherlands, Germany, Denmark, Austria and Sweden. France and Spain are said to follow suit.