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Macy's mobile strategy

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http://www.mobilemarketer.com/cms/news/advertising/11208.html

Published in: Business, Technology

Macy's mobile strategy

  1. 1. Mobile Marketing Strategies 01.19.2012 CONFIDENTIAL – PROPRIETARY INFORMATION
  2. 2. M O MMy Macy’s Omni-channel Retailing Magic Selling 2
  3. 3. Be everywhere.Do everything.And never fail to astonish thecustomer. - Margaret Getchell 3
  4. 4. Be EverywhereResearch & Discovery Entertainment Sharing BEFORE DURING AFTER 4
  5. 5. Mobile Fundamentals1.  She’s in motion.2.  She’s a shopper.3.  To engage her, we must be: • useful • entertaining 5
  6. 6. Mobile Fundamentals44% U.S. consumers will have a smart phone by end of 201164% adults ages 25-34 use smart phones62% smart phone users have downloaded apps on their devices49% use their smartphones “frequently” while shopping87% used a deal-of-the-day site within the last 30 days38% smartphone owners have used a mobile device to make apurchase at least once33% of these purchases occurred while the shopper was in bricks& mortar store location Sources: Nielsen Mobile Media Report for 3Q 2011 and comScore - Dec 5, 2011 6
  7. 7. For retailers, Mobile = Social70% texted a friend orfamily member whileshopping48% shared a photo of aproduct with personalcontacts73% prefer to use theirsmartphone for basic tasksin store, vs. interactingwith sales associates Sources: Nielsen/Yahoo “Mobile Shopping Framework Study,” January 2011 and Lightspeed Research for Accenture, June 2010 7
  8. 8. m.macys.comhome page category page product page 8
  9. 9. m.macys.com Initial results show improvement in: •  Session length •  Sales conversion rate •  Average order value •  Sales penetration to total MCOM 9
  10. 10. Macy’s appshopping store finder sitelets 10
  11. 11. Macy’s app offers scanning 11
  12. 12. Backstage Pass 12
  13. 13. Backstage Pass replace w/ screen shot from Tommy Hilfiger’s BSP video replace w/ screen shot from Bobbi Brown’s BSP video 13
  14. 14. Believe-o-Magic 14
  15. 15. Believe-o-Magic 15
  16. 16. Mobile offersSMS Shopkick Foursquare 16
  17. 17. Mobile Display – Black FridayPandora Pop Sugar 17
  18. 18. Mobile Display - Believe iAds 18
  19. 19. Google In-store NavigationUnion Square search exterior map interior 1st floor 19 1 9
  20. 20. Google WalletDiscover offers online or Tap to pay and redeem Manage and redeem offers in-app, and save offer at POS and gift cards 20
  21. 21. Google Catalog product detailMacy’s page product page 21
  22. 22. Tablet adsdisplay ad expanded ad unit product page 22
  23. 23. Future OpportunitiesM O MMy Macy’s Omni-channel Retailing Magic Selling•  Localization •  Search & send •  Tablets @ POS•  Personalization •  Site-to-store-to-door •  Training on mobile technology 23
  24. 24. THANK YOU 24

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