JUSTIN EDWARDS
UNIQLO : LOYALTY MOBILE APP
OVERVIEW
The In-Store Mobile App was first launched to coincide with the opening of the Chicago flagship store, enhance the shopping experience, and connect with customers.
BRIEF
Uniqlo was opening a new 60k square foot store on Michigan Ave. They wanted to eliminate printed circulars and understand who their local customers are in order to effectively market to them.
APPROACH
The app utilized an onboarding diagnosis to capture key customer preferential data in order to customize the content and experience. Capturing this data was incentivized through a loyalty program and gamification which gave prizes for increased customer engagement. This data was the basis for building an effective regional CRM program for Uniqlo’s email database and marketing.
AWARENESS
By understanding traffic flow within the store, I created strategic messaging in placements that encouraged app download, interactivity with key features, and reward redemption. We utilized a combination of traditional and digital signage like the above to drive engagement in places where found-time occured such as checkout, escalators, and dressing rooms.
INTEGRATION
The app was completely integrated with the Chicago store footprint and inventory. Through the app and with the customer’s preferences saved, products were recommended and easily discovered for try-on and purchase.
RESULTS
The success of the app in Chicago netted +100k new customer accounts that included preferential and demographic data. As a result, Uniqlo scaled the program to 4 additional stores in 3 cities across the US.
MY ROLE
Creative Director at The Science Project
Creative Director at The Science Project
Creative & Art Direction, Digital Product Design
TEAM : Kensuke Sato, Peter Chang, Vanessa Brown