The retailer is running the mobile advertising campaign within The Cut’s mobile site. Macy’s has used mobile advertising in the past to drive consumers to its mobile applications and optimized sites and, ultimately, drive sales.

“There is a big incentive to click on Macy’s new campaign,” said Isabella Lin, content director at Appitalism. “In particular, Macy’s new campaign shows some attractive pictures with tempting promotions and discount activities and beautiful and strikingly attractive models.

Shoppable ads
The Macy’s mobile ad features looks from the Impulse Collection and encourages consumers to tap on it and shop the latest fashion looks.

Once consumers tap on the ad, they are redirected to the company’s mobile commerce-enabled site where they can learn more about the collection and browse different boutiques.

Furthermore, there is a search feature on the top of the screen that lets consumers find specific products that they are looking for.

Through the mobile campaign, consumers are also able to shop by category, access their account and wedding registry, as well as find the nearest store locations to browse the products and new collection in-person.

Towards the bottom of the mobile site, Macy’s has incorporated social features, including Facebook and Pinterest tabs that let consumers stay connected with the company.

Moreover, there is a mobile app call-to-action that also encourages downloads.

This latest campaign from Macy’s is a great way for the company to educate consumers about its latest collection and drive recognition for it.

Past efforts
Macy’s is no stranger when it comes to mobile.

Earlier this year, the company used a combination of QR codes, SMS and mobile Web as part of its partnership with NBC’s “Fashion Star” television show that not only gave consumers a chance to enter a sweepstakes, but also helped build up the retailer’s mobile database (see story).

Most recently, Macy’s turned to Apple’s iAd network to promote its Mother’s Day sale, as well as let consumers store a savings pass to their mobile device to redeem in-store (see story).

“This campaign will attract the attention of consumers to the announcement of the key functions and roles,” Ms. Lin said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York