Consumers who are opted in to Macy’s SMS database received a message earlier this week that encouraged them to shop the Fashion Star looks. Caprice Willard, a buyer for Macy’s is one of the judges on Fashion Star who decides whether a designer’s look is fit for the department store giant.

“Realizing that consumers have a mobile device with them always, Hipcricket client Macy’s has made previously passive activities interactive by adding calls to action in the aisle and now on television,” said Jeff Hasen, chief marketing officer of Hipcricket + Augme Technologies, Kirkland, WA.

Macy’s Inc. operates about 850 department stores in 45 states under the names of Macy’s and Bloomingdale’s.

Call to action
The Macy’s SMS message encourages consumers not to forget to tune-in to the latest episode of Fashion Star and then shop Ms. Willard’s looks after the show.

The Macy’s SMS message

The message also includes a link to the Macy’s Fashion Star page where consumers can get the latest looks and buy them via their smartphone.

Additionally, users can go backstage with Ms. Willard and get the inside scoop about the show, as well as latest fashion trends.

Consumers are also encouraged to “shop like a star” with Ms. Willard by texting the keyword STAR to the short code 62297.

From there, consumers can enter for a chance to win a $1,000 shopping spree with the Fashion Star judge.

Past efforts
Macy’s has been using SMS for a while now.

Last month, the company promoted its one-day sale and let consumers shop limited-time deals via an SMS message the company sent out to its mobile database users.

The Macy’s One Day Sale event took place online, in mobile and in-store on Feb. 8. There was also a preview day yesterday (see story).

By using SMS, Macy’s is able to reach a vast number of its consumers.

Additionally, incorporating a link that leads to a commerce-enabled page where consumers can shop the latest looks is critical.

“Bringing behind-the-scenes looks and the ability to easily purchase product differentiates Macy’s in the highly competitive retail world,” Mr. Hasen said.

“Macy’s has long been a mobile pioneer and continues in that tradition with this program,” he said.

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