Macy’s is running the mobile ad campaign within Us Magazine’s mobile site. The campaign promotes the company’s “lowest prices of the season.”

“The way Macy’s is promoting the spring spectacular is a good representation of how this process should work, the ad is simple, and gives a clearly defined action to ‘shop now’ – once clicked the ad goes to a mobile-optimized page with the specific action clearly stated at the top of the page, allowing mobile consumers to click through and browse the spring spectacular promotion,” said Marci Troutman, CEO of SiteMinis, Atlanta.

Ms. Troutman is not affiliated with Macy’s. She commented based on her expertise on the subject.

Macy’s did not respond to press inquiries.

Spring shopping
The Macy’s mobile ad is featured prominently on the top of Us Magazine’s mobile site – just below the publication’s logo.

In addition to promoting its Spring Spectacular sale, Macy’s is also promoting its free shipping.

The Macy’s mobile ad

When consumers tap on the mobile ad they are redirected to the company’s mobile site where they can shop the sale, as well as browse the department’s store’s entire inventory.

Users can use the search functionality on the top of the screen to type in a specific product or keyword if they are looking for something in particular.

Via the mobile site, consumers can also browse the Macy’s Flower Show and find the nearest store location to buy products in person.

This mobile campaign is not only effective because it is timely, but Macy’s is incentivizing consumers to tap on the mobile ad to shop deals and receive free shipping.

Past efforts
Macy’s has been showing that mobile plays a critical role in the company’s overall initiatives.

Last year, the company used augmented reality as part of its Believe campaign, an annual national holiday effort to support the Make-A-Wish Foundation.

In past years Macy’s has asked customers to mail their letters to Santa to benefit the Make-A-Wish Foundation. Last year, consumers mailing their letters at Macy’s “Believe Stations” in-store could take photos with the campaign’s animated stars Virginia, Ollie and their friends via augmented reality technology (see story).

Most recently, Macy’s sent out SMS messages to its customers that promoted exclusive looks from NBC’s “Fashion Star” show and let consumers shop them through their mobile device.

Consumers who are opted in to Macy’s SMS database received a message 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 (see story).

“This new Macy’s ad also takes consumers to another option to locate a store, this is a great use case for mobile ads,” Ms. Troutman said.

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