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Macy’s partnership with cosmetic service app combines beautification with at-home shoppingBy
Macy’s is partnering with at-home style service application beGlammed to bring the retailer’s cosmetic services straight to customers’ homes, showcasing how omnichannel marketers can marry mobile with in-person experiences.
The partnership is meant to expand Macy’s omnichannel offerings, letting users get the full experience of going into a Macy’s store for beauty products without leaving their homes. BeGlammed’s stylists can be booked through Macy’s mobile-optimized Web site.
“There is no denying that today’s customers are shopping, sharing and spending on their mobile devices,” said Rebby Gregg, CEO of beGlammed. “As modern day consumer demand evolves, beGlammed meets their demand through multiple channels, including a dedicated beGlammed landing page and exposure on macys.com, dedicated emails with exclusive offerings, in-store signage, social media promotions and unique events.
“Being everywhere our consumers are is important to beGlammed. Our clients are everyone from on-the-go moms, to travelers and students, to busy professionals, jet-setters and celebrities.”
Beauty at home
BeGlammed has a network of more than 1,200 stylists. Each one can be booked for an in-person style meeting to purchase beauty products, give advice and help customers with all their style needs.
Those stylists will be expanding Macy’s beauty experience outside of the store and into the consumer’s home. They will offer a variety of services from quick touch-ups to full-on makeovers, such as before a wedding.
Prices for an appointment range between $25 for the least expensive service and $185 for the most elaborate.
All of beGlammed’s services will now be available through a Macy’s Web page that has been optimized for mobile. The page will be viewable at macys.com/beGlammed and through an ad on the landing page for Macy’s main Web site.
Additionally, the beGlammed services will be advertised through a variety of other means, including social posts, in-store signage and digital display ads.
By coming together, Macy’s hopes to integrate its own wide-reaching network of loyal customers with beGlammed’s more personalized, hands-on approach to beauty service.
As brands and marketers increasingly focus on omnichannel marketing, it is becoming more common for retailers to incorporate home services within their suite of products.
For example, Warby Parker’s new application that released earlier this summer lets customers have pairs of glasses brought to their home to be tried on before any final purchase is made (see story).
These kinds of services are blurring the line between being at home and engaging with a brand. It used to be that the only way to have any sort of interaction with a customer was while they were in the store or through print advertisements.
Now with the increasing ubiquity of mobile, it is possible to offer services and opportunities at any time, even when the customer is in his or her own home.
Macy’s is taking this kind of omnichannel approach to heart. Its most recent marketing blitz involved a massive, multimedia campaign to promote the new DreamWorks film Trolls with print, digital, in-store and social ads along with a wide variety of other advertising tactics (see story).
“We have built our business as an on-demand mobile company bridging the gap between tech-based innovation and beauty,” Mr. Gregg said. “With our Macy’s partnership, we plan to bring this expertise and our network of 1,200 stylists in 22 U.S. markets to consumers’ fingertips simply by tapping our app.
“Just as Macy’s offers wonderful products that fit every budget from Too Faced to Dior, beGlammed offers affordable services from weekly blowouts to bridal glam that are easily accessible within every budget. Our in-home hair and makeup services offer a new level of convenience for Macy’s, especially among their beauty and bridal clients.”
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