The mobile ads can be seen on Glamour’s mobile site. Additionally, the mobile ads encourage consumers to shop the fragrance products.

“Its smart for big box retailers to work with their individual vendors to ensure that their products have a mobile presence, for Estee Lauder specifically as they have packaged deals that are looked for by a Macy’s customer, allowing an option to click a mobile ad and be able to buy or find the nearest location to purchase is a huge plus for Estee Lauder and for Macy’s,” Said Marci Troutman, CEO of Siteminis.

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

Macy’s and Estee Lauder did not respond to press inquiries.

Mobile beauty
The mobile ad reads “Estee Lauder @ Macy’s. Give her the most memorable gift of all.”

The Macy’s mobile ad

When consumers tap on the mobile ad they are taken to Macy’s mobile-optimized commerce-enabled site where they can shop different Estee Lauder products.

Consumers can view the products that Macy’s recommends, as well as see which ones they can get a free gift with purchase.

In addition to shopping Estee Lauder products, consumers can also browse other deals and gift ideas via the mobile site.

A mobile ad such as this is great for consumers looking for something specific.

Additionally, the Macy’s mobile ad fits with Glamour’s audience who is always on the lookout for beauty products.

Advancements
Over the past year, Macy’s has been strengthening its mobile presence.

Earlier this year, the company let consumers follow and interact with this year’s Thanksgiving Day parade through an application for iPhone and Android devices.

The app let spectators of the parade track the route and find out additional information (see story).

Additionally, Macy’s 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. This year, consumers mailing their letters at Macy’s “Believe Stations” in-store were able to take photos with the campaign’s animated stars Virginia, Ollie and their friends via augmented reality technology (see story).

“Macy’s partnering with their vendors for a win-win sales scenario through a joint marketing and advertising effort is a formula for success,” Ms. Troutman said.

 Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York