Regent Street is set to become the first shopping street in Europe to pioneer a mobile phone app which delivers personalised content to shoppers while they browse.
Developed by digital marketing firm autograph, the free app communicates with beacons in each store so that as shoppers walk past, they receive alerts by Bluetooth about new products, upcoming events and exclusive offers only available to those shopping on the street that day.
The introduction of the app forms part of the £1bn Regent Street regeneration programme being delivered by The Crown Estate, which has already seen brands like Burberry, J Crew and Cos open global flagship stores on the street.
The news follows the publication of a study by Deloitte earlier this year, which showed that consumers who use their mobile phone while shopping spend 61% more than those who don’t, a sign that the digital and physical worlds are slowly starting to integrate and the store has a role to play in an increasingly omnichannel environment.
David Shaw, Head of The Crown Estate’s Regent Street portfolio said: “This is a fantastic example of how Regent Street is continuing to evolve as the world’s most successful shopping destination, bringing together online, physical and now mobile retailing to provide an experience which delivers across all of the platforms that appeal to 21st century shoppers.”
As well as providing content, the app is also intuitive, building a profile for each shopper so that the content they receive is tailored to their individual preferences.
It will also enable shoppers to better explore what the street has to offer, helping them plan their visits and introducing them to new brands that align with their interests.