Mobile Marketer has awarded Ralph Lauren (RL) their 2009 Mobile Marketer of the Year identifying that, “RL serves as a role model for outstanding use of mobile advertising and marketing.” Here is an overview of the 2009 brand in the mobile space.
in-app advertising
Ralph Lauren was the launch sponsor of GQ magazine’s new mobile application in an effort to promote the retailer’s fragrances. GQ Style Picks, the application for the iPhone and iPod touch, features style tips and options from the men’s magazine and a geotracked “click-to-find nearby” and a “click-to-find online” commerce option. Ralph Lauren even has a channel within the application that includes tips and videos. The Ralph Lauren channel within the GQ application includes helpful grooming and fragrance tips such as how to moisturize the face, fragrance picks and downloadable videos.
mobile commerce strategy
The Rugby Make-Your-Own-application is truly something unique in terms of the experience that it provides users. The application was a first of its kind within the Ralph Lauren family of innovative lifestyle marketing. Consumers can make their own Rugby directly from their iPhone or iPod touch and share the style and buy it. Consumers can customize their own Rugby with patches, share and order their Rugby styles within the application. The application followed the successful launches of http://www.rugby.com and http://m.rugby.com and is meant to serve as a 360-degree retail innovation platform that engages with consumers through mobile, in-store kiosks and outdoor display content in store windows, and online.
Also, Rugby stores in New York and San Francisco have an interactive store window where pedestrians walking the streets are encouraged to stop and create their own Rugby or browse the gallery of Rugby’s created by users of the iPhone application. Much like the iPhone experience, users just drag and drop by swiping their hands over the store window and can buy Rugby’s by swiping their credit cards. In April, Ralph Lauren launched an iPhone-optimized site for Rugby.com, the site for its sporty line of Rugby apparel. Like the existing WAP site that is optimized for all other mobile devices, the iPhone site lets consumers browse and buy all products that are available on Rugby.com.
Mobile presence
Ralph Lauren has a mobile shopping site at http://m.ralphlauren.com where consumers can shop on the site, read about what is new at Ralph Lauren and watch runway show videos of the brand's latest styles. Last October, Ralph Lauren made mobile fashionable with the launch of an iPhone application that lets users experience the glamour of the Ralph Lauren Collection on the Apple device. The application invites Apple iPhone users to view collection styles that are currently in stores via video highlights from its runway show. It also offers a look behind the scenes with its Backstage Pass photo gallery in addition to full run-of-show video and Lookbook feature. Mobile advertising was also used to drive consumers to the application. Four months after its launch, the application was upgraded with new features that reflect Ralph Lauren's haute couture line and products reflecting a luxury lifestyle.
Quick Response (QR) codes
Ralph Lauren was one of the first retailers to launch a mobile commerce service to let consumers buy products through their handsets. The company claims to be one of the first luxury retailers nationwide to launch a mobile commerce site and incorporate Quick Response codes in advertisements. Ralph Lauren included a QR code on a U.S. Open advertising campaign. If scanned by a mobile phone, the code would link a user directly to a new mobile site.
This is the U.S. Open call to action:
Ongoing communications
Ralph Lauren invites consumers to sign up for text alerts on its mobile site in an effort to build a database of the brand’s aficionados to keep ongoing communication with Additionally, consumers can text the keyword RL to 23000 to join the mobile club.
Ralph Lauren understands the times we live in - and the wants and needs of its consumers. And, in this day and age, for Ralph Lauren that means having a robust set of mobile offerings and being present in the lives of their consumers. Congratulations to Ralph Lauren on receiving this honor.
