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Macy’s cements mcommerce push with incentivized initiative

September 13, 2012

Macy’s is continuing to make its presence known in mobile commerce with a new targeted campaign that not only aims to drive in-store foot traffic, but increase the company’s mobile sales as well.

Macy’s is running its latest promotion within Pandora’s iPhone application. The company has relied heavily on mobile advertising in the past year to increase brand awareness and revenue. 

“Consumers may click on Macy’s new campaign and engage in Macy’s new campaign, ultimately, this is likely to bring a lot of benefits to Macys,” said Isabella Lin, content director at Appitalism. 

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

“Usually consumer psychology holds a hint of reverse of advertising, because consumers regardless of the current focus on their current content, all have a purpose in searching or reaching results for some kind of specific need.”

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

Macy’s did not respond to press inquiries.

Bolster revenue
The Macy’s mobile ad reads “Most likely to look fabulous. Shop Now.”

Consumers are encouraged to tap on the mobile ad. From there, they are taken to the company’s mobile site where they can shop the latest fall fashion items, as well as shop by category.

Macy’s is also offering consumers free shipping with any purchase of $99 or more.

Additionally, there is a search feature on the top of the screen to help customers narrow down their hunt for a specific item.

Users can also find the nearest store via the campaign to browse the products in-person.

By using mobile advertising, Macy’s is able to build up awareness for its brand.

Consumers are increasingly becoming more tech-savvy. Therefore, optimizing the content for mobile is ideal.

Mobile past
Macy’s is no stranger to mobile.

The company continually uses different mediums to engage new and existing customers.
Last year, Macy’s announced that it would be testing mobile devices in select merchandise areas to engage customers with products and assist them with their purchase decisions (see story).

Earlier this year, the company used augmented reality, QR codes, SMS and a mobile application to help consumers get amped up about its “Brasil: A Magical Journey” campaign (see story).

Most recently, Macy’s encouraged consumers to shop the latest trends and products during its Labor Day sale through a new SMS initiative (see story).

“If Macy’s new campaign advertising successfully attracts the attention of consumers, it is equivalent to let the consumer into the world of Macy’s new campaign,” Ms. Lin said.

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

“Consumers are likely to forget how exactly clicked on Macy’s new campaign and if Macy’s new campaign is designed to meet the appetite of consumers, consumers will be more pleased though and enjoy their accidental or intentional shopping experience in Macy’s new campaign irrespective of their initial destination.”

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

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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