Lord & Taylor builds on mobile innovations with geolocation mystery coupon

Lord & Taylor builds on recent mobile innovations while dialing up the intrigue for mobile users with a new mystery coupon that does not reveal the discount amount until a shopper is inside the store.

When shoppers who have the SnipSnap application on their phone are within 500 meters of a Lord & Taylor store, they will be presented with a push notification offer to visit the nearby store to receive a mystery coupon. Customers who engage with the push notification will be able to scratch off the coupon to reveal an offer of between 15 percent and 25 percent off their purchase as well as a mobile coupon code that can be used in the store to redeem the offer.

“The goal of the effort is to better understand excitement through ‘gamification’ and excitement through mobile couponing,” said Ryan Craver, senior vice president of corporate strategy for the department stores group at Lord & Taylor’s parent company The Hudson’s Bay Co., Toronto.

“Mobile couponing allows us to provide our most relevant coupons in the pocket of each customer at any point in time,” he said. “Our goal is to make the coupon available whenever, wherever and however the customer wants to access.

“Mobile plays a major role in all areas of our business. With mobile consuming such a large percentage of our customers eye share, we must provide compelling mobile experiences. We will continue to work with various couponing, geotargeting, affiliate apps to ensure we provide our customers with a consistent and enjoyable experience across all major mobile apps.”