×
103
Fashion Jobs
SHISEIDO
Asia Pacific - Regional Talent & Organisation Development Manager
Permanent · Singapore
SHISEIDO
Asia Pacific - Regional Technical Information Innovation Manager
Permanent · Singapore
SHISEIDO
Singapore - Sales Administrative & Operations Executive
Permanent · Singapore
SHISEIDO
Travel Retail - Strategic Key Accounts Manager
Permanent · Singapore
SHISEIDO
Asia Pacific - Regional Digital & Ecommerce Marketing Executive
Permanent · Singapore
SHISEIDO
Travel Retail - Strategic Key Accounts Senior Manager
Permanent · Singapore
COTY
Apac Logistics Finance Director
Permanent · Singapore
SHISEIDO
Asia Pacific - Regional fp&a Manager
Permanent · Singapore
FOREO
Key Account Manager SEA
Permanent · Jurong
SHISEIDO
Singapore - Training Manager, Clé de Peau Beauté
Permanent · Singapore
SHISEIDO
Travel Retail - Regional Sales Director, SEA & Ocn
Permanent · Singapore
SHISEIDO
Travel Retail - Corporate Communications Director
Permanent · Singapore
COTY
Assistant Training Manager
Permanent · Singapore
COTY
Brand Manager
Permanent · Singapore
COTY
Brand Manager, Distributor Markets
Permanent · Singapore
COTY
Demand Planner
Permanent · Singapore
COTY
Demand Planner, Travel Retail Asia Pacific
Permanent · Singapore
COTY
Regional Training Manager - Skincare
Permanent · Singapore
COTY
Finance Director, SEA
Permanent · Singapore
COTY
Visual Merchandising Manager
Permanent · Singapore
VF CORPORATION
Manager, E-Commerce Site Merchandising & Experience (Vans)
Permanent · Singapore
SHISEIDO
Asia Pacific - Regional Technical Information Development Manager
Permanent · Singapore
Published
Dec 2, 2022
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Covent Garden's The Yards launches unique festive activation

Published
Dec 2, 2022

It’s a UK retail first for The Yards. The newest shopping location in London’s Covent Garden has chosen pioneering geo-located technology for its Christmas campaign.




The ‘12 Drops of Christmas’, installed by landlord Longmartin Properties, is an activation that “accentuates [its] continual investment into The Yards and innovative approach, as well as [its] active management style with continual tenant engagement and support… [while] reaffirming The Yards as industry leaders”.  

As with many retail campaigns, this one is also “aiming to drive footfall, arouse consumer interest and support occupiers’ sales”. But this Christmas-campaign-with-a-difference allows visitors to unlock exclusive destination offers, via scanning a QR code found within The Yards. 

And that unique-to-UK-retail claim comes via its ability to use the geo-technology without having to download an app. “Once accessed, visitors will be directed to a dynamic map of the destination, providing them with the opportunity to redeem exclusive offers from a range of occupiers”, we’re told. 

 Longmartin Properties is a joint venture between Shaftesbury and the Mercers’ Company and it's worked collaboratively with location-based experiences platform Landmrk. They said the mobile-web-powered technology “will only recognise visitors who are geographically located within a specific proximity of the destination, ensuring targeted consumer engagement”.

The Yards has worked collaboratively with tenants across the destination to create a unique offering with exclusive prizes that can only be found at the location. “Attracting both the curious consumer and savvy shopper”, offers include £500 off at Clarendon Fine Art, a £150 Hawksmoor Gift Card and a complementary Christmas Party at The Conduit, alongside further local prizes.

Running until 12 December, one winner will receive the headline prize of the day, with smaller rewards available for all throughout the campaign. 

The Yards’ Marketing & Community Manager Lynne Henderson said: “In the current retail climate, and with so many shoppers choosing to shop online, it is important for landlords and asset managers to deliver a real point of difference when it comes to customer experience. The 12 Drops of Christmas campaign and debut use of this technology signifies our ongoing investment, innovation, and our future proof approach to ensure The Yards is set apart from its surrounding central London locations.”

Tom Nield, co-founder of Landmrk, added that the campaign “is an exceptional example of what can be achieved when you marry technology and consumer experience.”

Copyright © 2023 FashionNetwork.com All rights reserved.