H&M: Brand Loyalty Retail Activation

Aug 20

Brand Experience boosted Loyalty through Smart Vending Machines Across the UK

To celebrate the launch of five new stores across the UK we partnered with H&M to deliver a smart vending machine experience. This experiential activation was designed to reward existing customers and attract new sign ups to the H&M membership scheme making it a key part of the brand’s overall loyalty strategy.

Objectives and Execution

H&M’s objective for this activation was to drive membership sign ups and reward customer loyalty in a fun way. To do this we deployed smart vending machines at each store location, an interactive brand experience that would delight both existing customers and new members. Guests were asked to sign up as H&M members and then rewarded with prizes from the smart vending machines – technology and experiential marketing in one.

The Vendmax Plus, Smart Vending Machine with QR code reader

Results

The campaign smashed client expectations across all KPIs:

Membership Sign Ups: The activation drove a huge increase in H&M’s loyalty program membership with new sign ups way above target.
Sales and Footfall: The smart vending machines in store not only improved the in-store experience but also drove a notable uplift in sales and footfall – experiential marketing in action.
Customer Engagement: By combining smart vending with a rewards system we created a memorable brand experience that customers loved and reinforced H&M’s brand loyalty.

Takeaways

This shows smart vending machines as a tool for brand experience and customer engagement. Instant rewards and easy sign up made this a perfect experiential marketing example. Smart vending machines enabled frictionless interactions and gave H&M valuable customer insight and behaviour data to inform their marketing.