Longmartin Properties Ltd, a joint venture between Shaftesbury and the Mercers’ Company, has launched its festive activation, 12 Drops of Christmas at The Yards, Covent Garden, using pioneering geo-located technology for the first time in a UK retail setting.
Aiming to drive footfall, arouse consumer interest and support occupiers’ sales, The Yards’ 12 Drops of Christmas gives visitors the chance to unlock exclusive destination offers, via scanning a QR code found within The Yards – a first in UK retail to use this geo-technology without having to download an app. Once accessed, visitors will be directed to a dynamic map of the destination, to redeem exclusive offers from a range of occupiers.
Working collaboratively with Landmrk, the location-based experiences platform, the mobile-web-powered technology will only recognise visitors who are geographically located within a specific proximity of the destination, ensuring targeted consumer engagement.
The Yards has worked collaboratively with occupiers across the destination to create a unique offering with exclusive prizes. Offers include £500 off at Clarendon Fine Art, a £150 Hawksmoor Gift Card and a complementary Christmas Party at The Conduit, alongside further prizes from Dishoom, London Graphic Centre and more. Running until December 12, one winner will receive the headline prize of the day, with smaller rewards available throughout the campaign.
On behalf of The Yards, Lynne Henderson, marketing & community manager, said: “In the current retail climate, and with so many shoppers choosing to shop online, it is important for landlords and asset managers to deliver a real point of difference when it comes to customer experience. The 12 Drops of Christmas campaign and debut use of this technology signifies our ongoing investment, innovation and our future-proof approach to ensure The Yards is set apart from its surrounding central London locations.”
Tom Nield, co-founder of Landmrk added: “It is very exciting to be able to deliver a retail first for our pioneering technology and to work alongside The Yards and its innovative landlords, Longmartin Properties. The 12 Drops of Christmas experience at The Yards is an exceptional example of what can be achieved when you marry technology and consumer experience.”