1 mobile commerce @ macys martine reardon, chief marketing officer january 15, 2013
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Mobile Commerce @ Macy’s
Martine Reardon, Chief Marketing OfficerJanuary 15, 2013
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Macy’s Mobile Strategy
Solve customer problems by investing in mobile platforms
that drive commerce,
facilitate customer service, and
create useful marketing experiences.
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OMNICHANNEL COMMERCE
Macy’s Mobile Priorities
PAYMENTS, CREDIT & LOYALTY
BRAND & PROMOTIONAL MARKETING
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Macy’s Mobile Ecosystem
Offers & Payments
Apps & Mobile Web
MediaPartnerships
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Mobile Web
GOAL: Connect the best of Macys.com to the shopping experience in stores, driving conversion in both channels.
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Mobile App
GOAL: Redesign Macy’s app to support omnichannel shopping, with a user-focused, thumb-friendly design
2012 improvements:Product search on homepageBarcode & 2D scanningEasy access to offers, coupons & customer reviewsDynamically-populated marketing messages
o Sales promotiono Macys.com siteletso 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
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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
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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
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4Q Apps: Parade & Believe
GOAL: Reinforce Macy’s as an entertainment brand through augmented reality
• Thanksgiving Day Parade appo MyCityWay helped visitors to NYC navigate the parade routeo Elf-o-Matic game provided additional entertainment layer
• Believe-o-Magic appo Markers in store trigger images of characters from Yes, Virginia
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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)
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TV + SMS
Printed coupon + SMS
SMS marketing delivers relevant and actionable messagesTraditional media mobile activationEmail + SMS + Apps
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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
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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
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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
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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
Role of partnerships