Vanity signals rewards beacon

Specialty fashion retailer Vanity is trying to make visiting its stores as rewarding an experience as possible.



The Fargo, North Dakota-based, 150-unit chain is partnering with geotargeted offers and rewards platform Shopkick to let customers earn “kicks” rewards points for walking though or making purchases in stores. With this partnership, Shopkick will install two shopBeacon devices in every Vanity store. One will be at the front door to reward customers for coming into the store, and another at the dressing rooms will share unique messages with shoppers.



In the coming months, customers will also be able to earn kicks for visiting the dressing room. Vanity hopes its target audience of young, fashion-conscious females will respond to this type of personalized interaction.



“We are constantly listening to and learning from our customers, and the feedback we heard loud and clear is that they can’t get enough of the shopping experience that Shopkick delivers,” said Mary Miller, CMO of Vanity. “Shopkick is the perfect way to complement the specialty experience we create in our stores by rewarding our customers for doing what they already do: shopping and buying the Vanity products that they love.”



Vanity’s new targeted loyalty program demonstrates how beacons and geotargeting can be used for more than making direct purchase recommendations or directing customers to the location of products in-store. These technologies can also be used for rewarding and recognizing customers, which of course promotes more store visits, which should ultimately boost sales.