Staying in Fashion With Fans & Maximizing Mobile Investment

Wondering if mobile is the right avenue for building customer loyalty? It being Fashion Week, we thought it only appropriate to look to 5th Avenue, and TMMC-featured company Redken for some runway ready insights on this hot topic.

 Redken connects with both professional stylists and consumers via mobile. Their "Style Station" app, pictured here, helps out stylists with handy color timers (you can even set multiple alarms for multiple clients), new and featured hair color formulas, and access to a branded online community ("The Break Room") where stylists can seek industry advice or network with peers. By providing relevant useful information in this format, Redken manages to bond with these busy beauty professionals.

The company also allows consumers to easily access information about their products with a mobile website. In this article from 2011, Nick Taylor, president of Usablenet, New York is quoted as saying:
“In an effort to engage customers across multiple channels, Redken has optimized its full product catalog, a location-based salon-finder that allows consumers to find their closest Redken salon, and essential brand information that equips consumers with all the knowledge they need before they go to the salon.”
As we covered in previous posts, the keys here are a simple and clear user experience and providing the right information at the right time. Interested in hearing more about the ways that Redken is using mobile? Sarah Liang, Director of Interactive Marketing, Redken, L’Oreal USA will be presenting "L’Oreal Maximizes Mobile Investment to Increase Loyalty and Purchases" at The Mobile Marketing Conference 2011.

Learn about L'Oreal's 3-tiered mobile program and how the brand used mobile technologies to increase loyalty with its consumers. Going beyond the loyalty-punch card, they engaged by integrating mobile apps into the lives of hairdressers, maintaining product users in the Path to Purchase loyalty loop.

To learn more, download the brochure. Save 15% when you register with code TMMC12DIGITAL here.

P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at 


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