As a new social incentive to use its Pink Nation shopping app, US lingerie retailer Victoria's Secret has added an instant messaging feature that lets users chat with each other and receive exclusive brand content, such as previews of upcoming products.
The chat function has been made available thanks to US mobile messaging service Frankly and sits directly inside the e-commerce app. Users can access public message boards and join in with conversations on topics such as holiday gifts or school, all of which are pre-determined by Victoria's Secret.
Acknowledging the high expectation for personalisation held by the brand's largely millennial audience, users can also customise the look of their chat screen by choosing from different shades of pink and branded emojis. The Pink Nation app also boasts games, weather forecasts, and an augmented reality feature that lets users unlock additional digital content, such as images and discounts, when used in conjunction with its printed winter style guide catalogue.
As an added lure and to build hype around its highly anticipated annual fashion show – an extravaganza of pop music and fairytale fashion creations that will be aired on US television network CBS on December 9 – Victoria's Secret will use the instant chat feature to send users behind-the-scenes content as it happens, including the option to chat with its 'Angel' models. For more on the booming value of revealing exclusive brand content and behind-the-scenes insights, see Exploiting Insider Access and Luxury Online for Millennials.
For more on the value of socialised app-based retail experiences, see Start-Pause-Go in our Roaming Retail Industry Trend, which includes similar British app, Donky. For more on using apps to unlock extra content from printed material, see Shoppable Content: Publishing in Roaming Retail, and Media-Enhanced Packaging.