Ralph Lauren has taken over a 15-window display at luxury retail store Harrods in London to promote the launch of its new Polo Ralph Lauren collection using NFC and QR code stickers provided by proximity commerce specialist Proxama.

“Each window is displaying large vinyl lenticulars and stickers allowing consumers to tap or scan the display to initiate a landing page on their smartphones,” Proxama explains. “In doing so, shoppers are being offered an interactive map guiding them to the Fashion Lab, a recently launched area within Harrods where the collection is located.

“The landing page also links to the Harrods mobile website so that shoppers walking by the window display can access the collection when the store is closed.

“Proxama is using its TapPoint platform to provide Harrods with a view of the complete user journey and granular campaign analytics. Ralph Lauren and Harrods will be able to track the progress of the campaign in real time, to ensure they are achieving a maximum return on investment.”

“Customers are using mobile and digital technology more and more, so we are keen to explore new ways for brands to interact with our customers whilst they visit the store,” says Harrods media sales director Guy Cheston. “It’s great to be able to reach out to passers-by even when the store is closed.”