This document proposes a marketing campaign called "Social Saturday" for Macy's to attract Millennial shoppers during the Black Friday weekend. It involves developing a mobile app called "Our Macy's" to facilitate social shopping. The app allows users to share options from their virtual closets, comment on each other's selections, and see where friends are in stores. Discounts increase based on social engagement. The goal is to make Black Friday shopping more convenient, fun and social for Millennials by integrating online and in-store experiences.

1. Social Saturday
The more you share, the more you save.
University of Pennsylvania
Maeve Flynn, Alison Miller, Greg Reiner

2. Executive Summary
Making Shopping Social Again
 Millennials are not satisfied by current retail options for
Black Friday shopping
 This creates an opportunity for Macy’s to develop a more
convenient, fun, and social experience around both
online and in-store Black Friday shopping for Millennials
 We are proposing an integrated marketing campaign
involving a mobile app, online sales promotions, and in-
store savings, communicated to Millennials through
entirely digital channels
 Our campaign will drive Millennials to shop at Macy’s
during Black Friday weekend 2013 and will reinforce
Millennials’ perceptions that the Macy’s brand
understands their needs

3. Millennials Desire a Different
Shopping Experience
 By 2017,Millennials will have more purchasing power than
any generation has ever had
 Currently Millennials have $170 billion in purchasing power
 Hyper-social
 More than 3x more likely than Boomers to turn to social
channels when looking for opinions about what to buy
 Endlessly curious about what others are doing, buying,
and enjoying
 84% ofMillennialsreport thatuser-generated contenthas at least
some influence on what they buy
 Less responsive to traditional advertising
 Desire brand engagement
http://econsultancy.com/us/blog/8806-how-social-influences-millennials-shopping-decisions-infographic

4. No Brand Has Successfully
Tailored Black Friday to
Millennial Shoppers
 No retailer has bridged the gap between the
social, online shopping experience and the in-
store, brick-and-mortar Black Friday shopping
experience
Clicks Success Bricks Success Clicks & Bricks Success
Fab.com: Sales Target: Won Mobile No One:
conversion rate tripled Marketer’s 2012 Mobile Hugeopportunity for
after implementation Commerce Program of Macy’s in 2013
of ability to share and the Year by allowing
post photos of shoppersto scan top
purchase history selling toys’ QR codes
to order at a later date
http://www.forbes.com/sites/ciocentral/2012/08/28/in-defense-of-social-shopping-driving-sales-and-loyalty/
http://mashable.com/2012/10/05/target-qr-codes/
https://corporate.target.com/discover/article/Target-awarded-mobile-commerce-program-of-the-year

5. Black Friday Does Not Meet
the Needs of Millennials
 The nature of Black Friday weakens incentives to visit
brick-and-mortar stores as opposed to Macys.com
 Black Friday does not support the Millennial style of
convenient, social shopping
Primary Research Millennials Study, February 2013 (N=44)

6. However, Millennials Do
Connect with the Macy’s
Brand
 The results yielded by our survey of Millennials on
the Macy’s brand did not indicate any negative
brand associations
Primary Research Millennials Study, February 2013 (N=44)

7. The Answer: Social Saturday
2013 at Macy’s
 Saturday, November 30th, 2013
 The more socialMillennialsmake their shopping,
the better the discounts they receive
 Mobile app Our Macy’s released November 1st
 Online sales Friday, November 29th
 In-store social deals Saturday, November 30th

8. Millennials Can Be Reached
Through New Media
Method of Brand Data Point Macy’s Targeting
Influence on Millennials
Smartphone apps 3.62X more likely than the Our Macy’s App
average customer
Recommendation or 3.47X more likely than the Our Macy’s App: Virtual
information from blogs or average customer Closet, Digital Ads, Social
social networking sites Media Integration
Recommendation from 83% of Millennials Our Macy’s App: Social
Facebook friend Closet, Digital Ads, Social
Media Integration
Digital advertising Average 6.0 brand lift for Digital Ads, Social Media
digital vs. 4.6 for TV; Integration
Millennials are the only
generation to be more
affected by digital than
TV
http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Next_Generation_Strategies_for_Advertising_to_Millennials

9. The Our Macy’s App:
Preparing for Social
Saturday
 Users can connect with one another to become
“Macy’s Mates”
 Build-your-own Virtual Closet
 Virtual Closet can be public to all Our Macy’s users or
only to a particular user’s Macy’s Mates
 Users select potential purchases and outfit
combinations and can buy online and/or request
feedback from Mates or other users
 “Must Have” & “Tell Me What You Think” racks
Our
Macy’s
 Mates can tell each other what they think by giving
Stars to selections and outfit combinations
 Mates can choose to share Virtual Closet on social
media sites or by email

10. The Our Macy’s App: In-
Store on Social Saturday
 Mates come to Macy’s together and check in at their
store location
 Map of store and in-store GPS Mate locator
 Mates message forum
 After checking in, a group-wide message feed is created for all
connected Mates to use
 Message forum has pre-programmed status updates to report
shopping progress
 Photobooth
 Mates can take photos with custom Macy’s themed Our
backgrounds and post them on social media
Macy’s
 Photos are posted to in-store display screens in real time
 Macy’s discount awarded for making their photo public on
social media

11. Friday, Save Yourself the
Stress: An Online Experience
 Offer Our Macy’s users larger online shopping discounts
on Friday, November 29th
 Give customers store credit for making their online purchase
history public on Our Macy’s
 Encourage Macy’s Mates to view each others’ wishlists to
make the gift-purchasing process more convenient
 Use Friday’s online sales to then promote Saturday as a
time to share the in-store shopping experience with friends
 Upon making an online purchase on Friday, users receive a
discount code for Saturday in-store shopping

12. Social Saturday: In-Store
Deals & Experience
 Connected* Macy’s Mates receive discounts for
checking into the store together
 The larger the group of connected* Macy’s Mates, the
larger the savings
 Place additional tri-fold mirrors throughout stores
and signage to remind customers to use
photobooth feature of Our Macy’s app at mirrors
 Photobooth feature posts photos directly to in-store
display screens and social media sites
 Display QR code on the racks of top selling items to
allow customers to post potential purchases to
social media or to save in their Our Macy’s Virtual
Closets
*connected at least 1 hour prior to check in on Social Saturday

13. Macy’s Social Saturday
Campaign Will Lead with
Millennials
 Millennialsshop and interact with brands differently
than other consumers have in the past
 Macy’s must develop a method to engage with
Millennial customers to reflect an understanding of
this unique consumer group
 Our campaign defines Black Friday weekend as a
time for both online engagement and in-store
shared experiences
 This will set Macy’s apart as the brand that
continues to evolve in order to meet the needs of
the changing American consumer

14. Thank you!