September 2, 2010, 11:46 AM

Nine West uses text messages to highlight its fall collection

The campaign allows any consumer with a camera phone to receive multimedia content.

Zak Stambor

Managing Editor

Lead Photo

Nine West has launched a mobile marketing campaign to promote the retailer’s Fall 2010 Vintage America Collection, which is endorsed by singer Joss Stone. The campaign aims to allow any consumer with a camera phone to receive multimedia content via text message.

The retailer worked with mobile marketing firm JagTag to incorporate 2-D bar codes on in-store signage, as well as on the collection’s product packaging.

The campaign aims to entice consumers to snap pictures of various products’ 2-D bar codes, which are in the shape of the singer’s flower tattoo. Two-dimensional bar codes carry more data than the conventional one-dimensional bar codes stamped on most consumer products.

When a consumer takes a picture of a 2D bar code and sends the image either via text message or e-mail to a designated phone number, she is entered into a contest to win apparel, as well as text and video messages of Stone’s performances, behind-the-scenes videos and how-to style tips.

The campaign was particularly appealing to Nine West, which is part of Jones Retail Corp., because it uses bar code scanning technology that isn’t reliant on a consumer downloading an application, says Debbie Woloshin, senior vice president of marketing at Nine West. Moreover, by allowing users to send photos via text message it engages some of the 69% of the U.S. population that does not own a smartphone, according to the most recent Nielsen Co. data.

“We are always looking for ways to interact with our consumers and JagTag’s design capabilities and capacity to reach mobile users across the country makes it an ideal partner for this campaign,” says Woloshin.

Jones Retail Corp., No. 219 in the Internet Retailer Top 500 Guide, will run the campaign through Oct. 31.

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