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Saks Fifth Avenue drives consumers in-store via location-based promotions

Saks Fifth Avenue is driving consumers in-store via an offer for Nars lipstick after checking into any of the retailer?s participating locations on Foursquare.

Saks partnered with InStyle magazine to let readers check-in to a store via Foursquare. Consumers who win a Nars pure matte lipstick can choose from one of six shades, while supplies last.

?The strategy is to engage InStyle readers in our offerings and to encourage them to visit multiple departments in our stores,? said Carla Dunham, spokeswoman for Saks, New York.

?Saks Fifth Avenue is partnering with InStyle on this exclusive promotion to engage women who love fashion and who want to be up on the latest style and trends,? she said.

Saks sells designer products ranging from Black Halo to Alexander McQueen for men, women and children throughout its 49 stores in 23 states.

Time Inc.?s InStyle magazine offers articles about beauty, fashion, home, entertainment and celebrity lifestyles.

Foursquare combines friend-finder functionality, social city guide elements and game mechanics to reward people for seeking out new experiences.

How it works
Consumers can download the Foursquare application and visit any of the New York City, Beverly Hills, Atlanta, Chicago, Boston, San Francisco, Detroit, Phoenix or Short Hills Saks locations.

Once the application is downloaded, consumers can check-in at InStyle-branded hot spots located in four departments throughout Saks ? shoes, beauty, wear and women?s contemporary.

After a consumer visits two or more hotspots, they can go to the general manager?s office and show off their check-ins to claim their Nars gift.

?Saks Fifth Avenue embraces new technologies that our customers are experimenting with in their day to day activities,? Ms. Dunham said. ?We were attracted to Foursquare?s ability to engage customers in exploring destinations and felt it would be a great way to encourage new customers to visit our stores."

Check-in for Nars
Both Saks and InStyle are getting the word out about the promotion via Twitter. 

While consumers shop, they can get InStyle?s guide to top trends and styling tips.

When consumers check-in to Saks' shoe department, they get the following tips:

? If there?s one must-have shoe this fall, it?s is a high-heeled ankle bootie. Pair yours with a pencil skirt or slim trousers and your wardrobe will thank you.

? Gold was big on the runways this season, but one shot is really all you need. We suggest a pair of gleaming gold shoes. Heal or flat? Up to you.

Additionally, when consumers check-in to the Saks women?s contemporary department, they get the following tips:

? Almost every designer made a tough-chick leather jacket for fall. Consider a snug-fitting biker style ? it?s a knockout over a cocktail dress.

? A leopard-print handbag will instantly update your daily wardrobe. It?s on-trend now, classic enough for later. Look for a ladylike one with some structure.

?Being able to have InStyle?s insightful editorial eye curate the whole experience made the promotion doubly attractive,? Ms. Dunham said.

Final Take
Rimma Kats, editorial assistant at Mobile Marketer, New York