A group project to develop methods to improve the online marketing strategy of Macy's department store Wedding Registry.

1. Online Wedding
& Gift Registry

2. Yadezi Abreu
Ashley Pouya
Natalia Becerra
Phi-Uyen Pham
Danavir Sarria
Sam Sotomayor

3. Online
Team A
Online
Team B
Personalized
Marketing
Strategy
Personalized
Marketing
Strategy
Danavir
Natalia
Yadezi
Phi
Sam
Ashley

4. Pre-
SWOT
Analysis

5. Weaknesses
• Customers often complained
about the inefficiency or
hardened use of mobile app
• Overwhelming size of store
leads to frustrated customers
• Antiquated mobile scan
capabilities
• Somewhat not consistent in
regards to following-up
Threats
• Competitors’ lower prices and
variety of selection could pull
potential customers
• Constant updating of the
mobile app due to bugs and
gaps may increase
expenditures
• E-brouchure
Opportunities
• Partnership with wedding
coordinators and/or
designers for further
Wedding & Registry program
promotion should be
considered
• Growing online shopping
popularity should not be
undermined
• Great Reviews
Strengths
• Well-trained and friendly
staff
• Website is easy to operate
and completely functional
• Strong Brand Recognition
• Uses both old and new
channels to promote
sales/advertise
• Dream Fund

6. Strengths
• Well-trained and friendly staff
• Website is easy to operate and
completely functional
• Strong Brand Recognition
• Uses both old and new channels
to promote sales/advertise
• Dream Fund

7. Weaknesses
• Customers often complained
about the inefficiency or
hardened use of mobile app
• Overwhelming size of store
leads to frustrated customers
• Antiquated mobile scan
capabilities
• Somewhat not consistent in
regards to following-up

8. Opportunities
• Partnership with wedding
coordinators and/or
designers for further Wedding
& Registry program
promotion should be
considered
• Growing online shopping
popularity should not be
undermined
• Great Reviews

9. Threats
• Competitors’ lower prices and
variety of selection could pull
potential customers
• Constant updating of the
mobile app due to bugs and
gaps may increase
expenditures
• E-brouchure

10. Research

11. Online
Team A
Online
Team B
Personalized
Marketing
Strategy
Personalized
Marketing
Strategy
Danavir
Natalia
Yadezi
Phi
Sam

12. Survey
Results
Team A

13. Demographics

14. Age Group
Do you prefer having the gift registry
process completely online, or do you
prefer to make in store visits?
Demographics

15. Survey Results

16. Which positive experience would make you most
want to tell others about Macy's wedding
registry program

17. Survey
Results
Team B

18. Demographics (Team B)
Age Group

19. Did you know that Macy’s
offers a free mobile app?
Did you access your registry
in-store or online?

20. Did you know that Macy’s
offers a Dream Fund service?
Would you rather receive
cash or items from your
registry as gifts?

21. Secret
Shopping

22. Mobile App Yes Yes Yes
Registry Welcome Package Yes Yes No
Discount Incentives with store
credit line
10% back on eligible purchases
5% back on eligible gifts
Dream Fund
5 Reward points for every dollar spent in
BB&B
1 point for every dollar spent elsewhere
1000 points= 10$ reward card
5% back on all purchases
30 Extra return days
Discount Incentive
(independent from store credit
line)
Weekly Specials
Exclusive discount for registrants
20% coupons
Price match
Weekly specials
Weekly specials
Return Policy 1 year from date of purchase for
purchases made through
registry(or any product that has
the Macys return label)
So as long as item was purchased in BB&B
and on registry(or accompanied with gift
receipt) will be eligible for return/exchange
Up to 1 year after your event
date to return or exchange items
from your Registry
Bridal Consultants Yes Yes No
Personal Shoppers Yes No No
Partial Instore /Online Registry
capabilities
Yes Yes No
Compatible Mobile App
Brochure
No Yes No

23. One-on-One
Interviews

24. “We wanted to choose a place where we could
find trendy, homey items at an affordable price.
It was also important to choose a brand that
most people were familiar with, since a lot of
our invitees where from Latin America”
Interview One
Team A

25. Interview Two
Team B
• Couple received a gift card
that consisted of 5% off of
purchased items from the
guests (5 months after the
wedding)
• Took longer to load online and
limited display of items per
page
• More lavish, up-scale, higher
end style
• Online chat was helpful
• Tons of promotional sales and
honored price adjustments
• Very selective and limited to
quantity, selection, and
brands to choose from
• Couple received 20% off
entire purchase since
majority guests purchased
items
• Up to 90 items displayed
per page
• Reaches out to a younger
crowd/fun
• Received $20 gift card on
Shutterfly and goodie
basket filled with stuff
• Convenience with selection
and brands to choose from
Interview Three
Team B

26. • Online portion was simple but
took some time to practice
navigating it (reluctant to login)
• Keeps the couple in the loop with
the latest merchandise and
promotions even after the
wedding
• Needs to be based off of more
than just their reputation
• Needs improvement on reviews
that were purchased in the past
– Ability to post pictures
– Ability to express more of an
opinion
– Needs an option of: Would
you recommend this?
• Online portion was easy to
navigate
• After the wedding, the
company only sends monthly
advertisements (not relating to
wedding registry)
• Made the couple feel as if
they were a million bucks
Interview Three
Team B

27. Recommendations

28. Create an advertising campaign during June and
September, the wedding ‘high seasons’
Utilize the hashtag “#SAYIDOTOMACYS” across
social media platforms to increase publicity of
Macy’s gift registry program in an environment that is
becoming increasingly dependent upon social media
#sayidotomacys

29. #sayidotomacys
You can see two sample Instagram posts below from a Macys personal
gift registry , as well as a contestant.

30. Social Media
• Snapchat, Instagram, Facebook, Pinterest
• Native Content
Educate, Entertain, And Sell

32. When searching for
“wedding registry” on
Google, Macy’s gift
registry comes in 7th,
near the bottom of the
page
Macy’s can utilize a
program such as Google
Adwords to increase its
Google searchability so
that its website is higher
up on the Google search
page results
Google Analytics
Wedding Registry

33. Customization

34. Custom URL
• Macy’s should include
the name of the
couple in the URL for
their registry.
• Allow the input of the
wedding information
directly on the couple’s
registry site.
• Customization of
colors and designs of
site to match wedding
theme.

36. Custom Registry
• Many make use of third-party registry sites
that link sales to Macys & other retailers
• Couples and their guests are loosing the
interaction and attention they would receive
from the Macy’s wedding registry department
• Partnering with these third party sites will help
Macy’s connect with their target market.

37. Gamification

38. Smart Scanning
• Competitors have
developed applications
that can pull product
information directly from
the image of a product in
a catalog.
• Ease of registry can be
enhanced by similar
methods and technology.
• Bridges the gap between
the online and in-store
experience.

40. Group Funding and Rewards
• Big ticket items can be
intimidating.
– Allow guests to “split the
bill”
• Allow guests to
contribute to a fund with
the incentive of getting
rewarded for reaching
various levels of total
contributions.
– Contributions can be
applied toward a single
item or the Dream Fund.

41. Recap
• Custom URL
• Custom Registry
• Free Gift For Registering
Smart Scanning
• Group Funding And Rewards
• Review Upgrade
• Dream Fun Honeymoon
• Google Adwords
• Social Media
• #SayIDoToMacys Campaign

42. Post-
SWOT
Analysis

43. Strengths
• Exclusive and top quality
merchandise
• Strong brand recognition
• My Macy’s Program rewards
• Build awareness from 3rd
parties
• Advertising on social media
Better incentives encourage
customers to register with
Macy’s
Weakness
• Expensive products
• Limited budget to
implement new strategies
and recommendations
Opportunities
• Continually improving online
process for customers to
manage their registries
• Addition of new or trending
products
• Expanding to more social
media platforms
• Growing fan base or
followers on social media
outlets
Threats
• Competition from other
store’s registries
• Competitors with more
affordable prices
• Changes in technology may
influence customer’s
experience with website and
app
• Customers who are not
tech-savy may not be
interested in managing their
registries online

44. Strengths
• Strong online presence
• My Macy’s Program rewards
• Build awareness from 3rd parties
• Advertising on social media Better
incentives encourage customers to
register with Macy’s

45. Weaknesses
• Expensive products
• Limited budget to implement new
strategies and recommendations

46. Opportunities
• Continually improving online
process for customers to manage
their registries
• Addition of new or trending
products
• Expanding to more social media
platforms
• Growing fan base or followers on
social media outlets

47. Threats
• Competition from other store’s
registries
• Competitors with more affordable
prices
• Changes in technology may
influence customer’s experience
with website and app
• Customers who are not tech-savvy
may not be interested in managing
their registries online

48. Step #1: Improve The Product
Conclusion
Step #2: Provide Value Upfront
Step #3: Aggressively Promote