H&M and Gap have teamed up with the youth marketing company, UNiDAYS, to drive students to their stores in the UK and Ireland via its customer acquisition app.
Both H&M and Gap are giving students that use the partner app 20% off every in-store purchase for a limited period.
“Freshers’ Week has now come to a close but the student spending frenzy has by no means tapered off,” said Josh Rathour, managing director at UNiDAYS.
“These latest in-store campaigns signify a trend towards retailers using technology to attract customers into store whilst being able to accurately measure spend and their return on investment.”
H&M has been running a two-week student event in all 252 UK and Ireland stores and Gap a four-week event across all stores in conjunction with UNiDAYS. Each retailer promotes the student discount in its individual stores using branded window stickers and in-store signs. UNiDAYS also uses its digital marketing channels to promote the event to its active user base via web, mobile, app and social media channels, plus its growing UK email database of over 1m UK students.
Partnering with the discount source also allows organisations to instantly verify each student’s university status to ensure their promotions are not being misused. In order to receive the 20% discount during the campaigns, students simply download the UNiDAYS app for free and show their UNiDAYS iD on their mobile device to the cashier in-store.
“We are already seeing retailers working harder to attract more customers from this age range through free Wi-Fi and exclusive in-store offers,” said Rathour. “Using an acquisition tool specifically for the 18-24 year old market enables retailers to target the right users with the right message. Brands using UNiDAYS iD can benefit from a clearer picture of customer behaviour to produce data which helps tailor future marketing campaigns and provide a more personalised, accessible customer experience.”
Ark Clothing has also followed suit, giving students 20% when they shop in one of its 10 stores in the UK. The campaign launched on 23/9/13 for four weeks.