Lingerie Retailers Turn to Digital Marketing

Two of the biggest lingerie retailers in the world Ann Summers and Victoria's Secret are making the move into digital online marketing and the use of in store technology in order to make lingerie shopping more interactive.

Ann Summers' campaign includes the use of a smartphone app and augmented reality. The wittily names Blipp Tease uses the technology from app Blippar to allow shoppers to digitally and virtually "try on" an item or outfit without physically having to do so and can then click through to buy or download a 10% discount for use in store or online. Customers can also use the app to interact with in store advertising posters and the brands customer magazine MiniLogue.

Ann Summers launch this app as part of a wider campaign which is said to include much more online activity as way to promote their upcoming Autumn/Winter line. They also hope that the introduction of such an app will help men in completing purchases and generally making what can be a sensate and for some men, embarrassing experience much easier.

Victoria's Secret are installing a large video wall in its second UK store, a move that shows how determined the brand is to make shopping with them a truly multimedia experience. They are also having digital screens throughout their in store advertising displays so that they can create multi channel interactions for their customers to take part in.

Victoria's Secret are using this new multimedia strategy to "create a sense of theatre, excitement and exclusivity" which they hope will promote their UK stores launch to get off to a successful start. The first 2 stores have recently opened in London, but Victoria's Secret have aspirations of competing with the likes of Ann Summers, La Senza and Agent Provocateur to become one of the UK's biggest lingerie stores, like it is in the US.

Written by Jason John Mills