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1 Mobile Macys Martine Reardon, Chief Marketing Officer January 15, 2013.

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Presentation on theme: "1 Mobile Macys Martine Reardon, Chief Marketing Officer January 15, 2013."— Presentation transcript:

1 1 Mobile Macys Martine Reardon, Chief Marketing Officer January 15, 2013

2 2 Macys Mobile Strategy Solve customer problems by investing in mobile platforms that drive commerce, facilitate customer service, and create useful marketing experiences.

3 3 OMNICHANNEL COMMERCE Macys Mobile Priorities PAYMENTS, CREDIT & LOYALTY BRAND & PROMOTIONAL MARKETING

4 4 Macys Mobile Ecosystem Offers & Payments Apps & Mobile Web Media Partnerships

5 5 Mobile Web GOAL: Connect the best of Macys.com to the shopping experience in stores, driving conversion in both channels.

6 6 Mobile App GOAL: Redesign Macys app to support omnichannel shopping, with a user-focused, thumb-friendly design 2012 improvements: Product search on homepage Barcode & 2D scanning Easy access to offers, coupons & customer reviews Dynamically-populated marketing messages o Sales promotion o Macys.com sitelets o Marketing apps Customer response: New iOS version launched 10 days before Black Friday 44% of existing users downloaded the new version before Black Friday 19% growth in total user base, thanks to call-to-action in TV spots

7 7 Herald Square app GOAL: Assist customers as they explore the NYC flagship during and after its extensive, 4-year renovation Navigation to the department level, with turn-by-turn directions when connected to WiFi Dynamic special events information Santaland and restaurant reservation system 10% of Macys app users used the HSQ app since its Oct 2012 launch

8 8 Black Friday app GOAL: Make Black Friday shopping easier, faster and more efficient Key features: Detailed list of 300+ Black Friday product specials Navigation tool to help find all specials in all doors Shareable shopping lists, organized by gift recipient Push notifications promoting unadvertised specials (MAC, Impulse) Partner: eBay & GSI Commerce

9 9 4Q Apps: Parade & Believe GOAL: Reinforce Macys as an entertainment brand through augmented reality Thanksgiving Day Parade app o MyCityWay helped visitors to NYC navigate the parade route o Elf-o-Matic game provided additional entertainment layer Believe-o-Magic app o Markers in store trigger images of characters from Yes, Virginia

10 10 Backstage Pass GOAL: Starting in S11, educate customers about how their mobile phones could unlock unique content and enhance their shopping experience QR codes serve as access point for educational, how-to videos from our stars Engagement spiked with introduction of instant-win Virtual Gift Cards in F11 (312% YOY)

11 11 TV + SMS Printed coupon + SMS SMS marketing delivers relevant and actionable messages Traditional media mobile activation + SMS + Apps

12 12 Mobile Coupons In F11, started testing distribution of promotional codes through all mobile channels, resulting in 250% growth YOY SMS list has grown by 200% and accounts for half of redemptions Mobile web & app account for another third Partners such as Facebook, Shopkick and Foursquare distribute the balance of mobile codes Mobile webMacys app SMSPartner apps

13 13 Mobile Wallets 1.Actively testing various mobile wallets, both as vehicles for offer distribution and for facilitating payment Google Wallet in 5 markets Isis Wallet in 2 markets Apple Passbook integration underway 2.Evaluating multiple solutions to enable secure transactions NFC Cloud

14 14 Mobile in stores Mobile technology creates a seamless customer experience in Herald Squares newly renovated Shoe Salon Allows sales associates to stay by a customers side and provide better service Provides product information, including accurate price and stock levels Enables quick retrieval of products from stockrooms Locates out-of-stock items at other Macys stores or warehouses Facilitates non-cash transactions without traditional registers

15 15 Partners are essential to maximize paid, owned and earned components of the mobile web, and require the ability for Macys to test and scale to support our 800+ stores Omnichannel Commerce: app development and integration Payments, Credit & Loyalty: offers & coupons; mobile wallets Brand & Promo Marketing: search, display, social, check-in Role of partnerships


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