Macy's In-Store marketing, mobile

Macy’s Taps Mobile as Silent Salesperson

Macy’s has long innovated in the digital arena and continues to do so with its mobile offerings. Martine Reardon, chief marketing officer for the department store chain, says Macy’s mobile apps and content are designed for communication, customer service and marketing. By using QR codes to lead consumers to rich content such as Bobbi Brown makeup tutorial videos, the mobile channel becomes a “silent salesperson.” Reardon continued, “It’s not a direct sell, but it adds to sales. It connects the best of the web to the in-store experience, and there’s conversion in both channels.”

Macy's In-Store marketing, mobile

Gearing up for the critical holiday shopping season, Macy’s re-designed its app, and 44% of existing users downloaded the new version prior to Black Friday, reports Reardon. The redesign resulted in 19% overall growth in its app user base. With the application, Macy’s leveraged push notifications to inform in-store shoppers about unadvertised Black Friday specials.

The retailer also created a dedicated application, used by 10% of its mobile customers, to help shoppers navigate its Herald Square flagship — the largest department store in the world —with turn-by-turn directions, information on special events, and a reservation system for the store’s restaurants and Santaland attraction. It also worked with partnerseBay and GSI Commerce to create detailed specifications of more than 300 products most of interest to holiday shoppers.

In its 39,000-square-foot Herald Square shoe salon, store associates use iPod touch devices to look up inventory information, accept cashless payments, and help to locate out-of-stock items.

Macy’s accepts Google Wallet in five markets and is piloting ISIS, the wireless carrier-driven mobile wallet solution, in Salt Lake City, Utah and Austin, Texas. Reardon says the retailer is working to integrate Apple’s Passbook into its operations.

[via RIS News]