TECHNOLOGY

Macy’s springs into omnichannel promotion

BY Dan Berthiaume

Spring is in the air, and at Macy’s it is across all marketing channels.

The department store giant’s spring 2019 campaign, “Find More,” includes TV, social media, in-store, and on-demand service components. In addition to a 60-second TV commercial airing through April 6, Find More includes photos and videos of individual women on Macy’s social media channels. These visual assets are overlaid with each woman’s personal definition of beauty, and Macy’s Instagram offers additional spring beauty-related content.

In addition, the retailer is presenting a three-part video series featuring its fashion team at work on the social “The Edit” section of its website and on its YouTube channel.

In addition, Macy’s is offering omnichannel stylist and personal shopping services. The Macy’s Style Crew, initially launched in fall 2017, now includes nearly 1,000 employees, serving as style ambassadors. Customers can consult with Style Crew members in store, and also view Style Crew suggestions on Instagram the Macy’s website, and social media channels of individual Style Crew members.

Customers can also obtain style, home and gifting advice through [email protected]’s, a free personal shopping service that can be booked on the Macy’s website. Other omnichannel offerings include home delivery of mattresses, with the option of a “white glove” assembly service.

“Spring brings inspiration and freshness, making it the perfect time to upgrade your wardrobe and discover new trends,” said Durand Guion, VP, Macy’s Fashion Office. “We’ve scoured the globe to curate our spring assortment, transporting our customers to pristine beaches with airy pieces that feel both cozy and elevated. Touches of metallic and iridescence add personality, while a rainbow of pastels evoke the most important colors of the season. We want customers to define their own version of style and beauty this spring with remarkable pieces that feel personal.”

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