macy's mobile strategy
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Mobile Marketing Strategies 01.19.2012
CONFIDENTIAL – PROPRIETARY INFORMATION
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M O M My Macy’s Omni-channel
Retailing Magic Selling
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Be everywhere.
- Margaret Getchell
Do everything.
And never fail to astonish the customer.
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Be Everywhere Research & Discovery Sharing
BEFORE
DURING
AFTER
Entertainment
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Mobile Fundamentals
1. She’s in motion.
2. She’s a shopper.
3. To engage her, we must be: • useful • entertaining
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Mobile Fundamentals
44% U.S. consumers will have a smart phone by end of 2011
64% adults ages 25-34 use smart phones
62% smart phone users have downloaded apps on their devices
49% use their smartphones “frequently” while shopping
87% used a deal-of-the-day site within the last 30 days
38% smartphone owners have used a mobile device to make a purchase at least once
33% 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
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Sources: Nielsen/Yahoo “Mobile Shopping Framework Study,” January 2011 and Lightspeed Research for Accenture, June 2010
For retailers, Mobile = Social
70% texted a friend or family member while shopping
48% shared a photo of a product with personal contacts
73% prefer to use their smartphone for basic tasks in store, vs. interacting with sales associates
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m.macys.com
home page category page product page
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m.macys.com
Initial results show improvement in:
• Session length • Sales conversion rate • Average order value • Sales penetration to total MCOM
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Macy’s app
shopping store finder sitelets
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Macy’s app
offers scanning
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Backstage Pass
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Backstage Pass
replace w/ screen shot from Tommy Hilfiger’s
BSP video
replace w/ screen shot from Bobbi Brown’s
BSP video
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Believe-o-Magic
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Believe-o-Magic
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Mobile offers
SMS Shopkick Foursquare
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Mobile Display – Black Friday
Pandora Pop Sugar
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Mobile Display - Believe iAds
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interior 1st floor Union Square search exterior map
Google In-store Navigation
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Discover offers online or in-app, and save
Tap to pay and redeem offer at POS
Manage and redeem offers and gift cards
Google Wallet
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Google Catalog
Macy’s page product page
product detail
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Tablet ads
display ad expanded ad unit product page
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M O M My Macy’s Omni-channel
Retailing Magic Selling
• Localization • Personalization
• Search & send • Site-to-store-to-door
• Tablets @ POS • Training on mobile
technology
Future Opportunities
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THANK YOU
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