After Apple launched iBeacons, Bluecats, Gelo, Estimote and more released similar technologies that interact with iOS and Android devices. Not surprisingly, many retailers have begun using beacon tech to offer their customers a customized shopping experience and deals when inside the stores. To reach the young adult consumers, several department stores have started using SnapChat, Line, and other social/mobile platforms, but Victoria’s Secret wanted to go further. Following Apple’s Siri and Android’s Cortana, Victoria’s Secret has recently added a chat feature to their mobile shopping app.

Available through Frankly, a private messaging app, the new component lets users take part in public chats to discuss the latest from the brand, and anything else that might cross their minds. The chats are customizable with branded emojis, user photos, and multiple shades of pink to choose from. Even more exciting, users will receive all access to the upcoming Victoria’s Secret fashion show, airing on CBS on December 9th, 2014. More thrilling than that, users will be able to live chat with Victoria’s Secret models.

It’s not shocking to overhear people talking to Siri just for the heck of it, so the thought of having a group conversation talking to other users, and find out about the latest products fromVictoria’s Secret, seems genius. The Frankly chat feature is a way for the brand to connect with their younger customers, push products, and create a sense of community among users- all ways to better the customer experience.

ViaPSFK