Regent Street boosts engagement with app

London’s Regent Street has seen a 7.4 per cent lift in marketing response since implementing a mobile app to provider shoppers with a more personalised experience.

Developed by marketing firm autoGraph, the app combines two technologies: geofencing beacons that use location aware to offer content to users within a specified proximity to the store’ and cloud-based artificial intelligence (AI) to ensure personal relevancy of offers.

Of those who downloaded the Regent Street app, 98.6 per cent chose to create a profile and receive customised content, representing a very high level of user engagement. Based on the content they view and save, autoGraph provides a personalised and non-obtrusive experience while shopping. Although 500+ marketing messages are available at any time to send to a shopper, the autoGraph platform aims to push only the relevant messages to the shopper’s device.

Regent Street merchants also experienced an uplift in content response rates. Typical response rates for branded offers run about 0.6 per cent. With autoGraph targeting, responses soared to 6 per cent and jumped to 8 per cent when autoGraph targeting was combined with geofence beacons for immediate proximal delivery.

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