1 / 15

Mobile Commerce @ Macy ’ s Martine Reardon, Chief Marketing Officer January 15, 2013

Mobile Commerce @ Macy ’ s Martine Reardon, Chief Marketing Officer January 15, 2013. Macy ’ s Mobile Strategy. Solve customer problems by investing in mobile platforms that drive commerce , facilitate customer service , and create useful marketing experiences.

feryal
Télécharger la présentation

Mobile Commerce @ Macy ’ s Martine Reardon, Chief Marketing Officer January 15, 2013

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Mobile Commerce @ Macy’sMartine Reardon, Chief Marketing OfficerJanuary 15, 2013

  2. Macy’s Mobile Strategy Solve customer problems by investing in mobile platforms that drive commerce, facilitate customer service, and create useful marketingexperiences.

  3. Macy’s Mobile Priorities BRAND & PROMOTIONAL MARKETING OMNICHANNEL COMMERCE PAYMENTS, CREDIT & LOYALTY

  4. Macy’s Mobile Ecosystem Media Partnerships Apps & Mobile Web Offers & Payments

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

  6. Mobile App • GOAL: Redesign Macy’s 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 • Sales promotion • Macys.com sitelets • 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. 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 Macy’s app users used the HSQ app since its Oct 2012 launch

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

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

  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 web Macy’s app SMS Partner apps

  13. Mobile Wallets 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 Evaluating multiple solutions to enable secure transactions • NFC • Cloud

  14. Mobile in stores Mobile technology creates a seamless customer experience in Herald Square’s newly renovated Shoe Salon Allows sales associates to stay by a customer’s 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 Macy’s stores or warehouses Facilitates non-cash transactions without traditional registers

  15. Role of partnerships Partners are essential to maximize paid, owned and earned components of the mobile web, and require the ability for Macy’s 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

More Related