Macy?s Inc. is using SMS and mobile bar codes to let shoppers get backstage access to the latest spring fashion trends and view video content from their favorite designers.

Macy?s customers can unlock mobile content in-store when they scan a code or send a text message with the company?s Backstage Pass ? a new initiative that customizes QR code and SMS technology to deliver exclusive video content. Backstage Pass, which debuts this spring, will let consumers in on tips, information on the latest trends and advice from their style icons.

"The aim of Macy?s Backstage Pass is to bring our customers content that they have asked for, in an easy, widely available format," said Orlando Veras, spokesman for Macy's. "Our customers want advice and help in putting together outfits, learning about trends and insider tips.

"This initiative allows us to provide this essential information by bringing our style icons and fashion authorities into every store location nationwide," he said. 

"Providing this content via mobile devices allows us the flexibility to deliver it in every store."

Macy's claims to be the largest retail brand of Macy's, Inc. and delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam.

Designer frenzy
Consumers can view content from retailers such as Bobbi Brown, Sean ?Diddy? Combs, Tommy Hilfiger,

Michael Kors, Greg Norman, Rachel Roy, Irina Shabayeva and Martha Stewart.

Macy?s Backstage Pass codes will deliver 30-second films to users? smartphones.

After the initial video feature, users can choose to see longer-length content that will take them further backstage with each designer or brand.

In addition, the campaign will also feature content by Martha Stewart and Madonna?s Material Girl collection in videos.

The videos are set to debut a few weeks after the launch.

"With a mobile platform we are able to provide meaningful content in an engaging format," Mr. Veras said. "When user's scan a QR code in-store they are unlocking a variety of information.

"From short video features and exclusive music download to longer length content that allows shopper's to go backstage and learn about trends or insider tips, mobile allows us to deliver many additional elements that enhance the in-store shopping experience," he said. "We will be featuring Macy's Backstage Pass in social/online media outreach via all of our existing platforms including Facebook, Twitter, YouTube and various Macy's Web sites.

"In addition, we will advertise in print and in broadcast."

How it works
Users can launch their QR reader application and scan the Macy?s Backstage Pass red star-shaped code, which will be found in various departments throughout the store.

For users who do not have a mobile card reader application, Macy?s will offer one to customers by having them text the keyword READER to the short code 62297.

Consumers who do not want to scan a bar code, they can text the keyword found beside each Backstage Pass to the short code 62297.

All Backstage Pass in-store displays will also direct shoppers to access the content on via online.

For consumers that are unsure of how to scan a QR code, Macy?s created a demonstration video called ?How to Use Macy?s Backstage Pass.?

Consumers can access the video by texting the keyword MACYS to the short code 62297 or by going to http://www.macys.com/findyourmagic.

"Mobile gives us the ability to provide consumers with unique content that meets their varied lifestyle needs," Mr. Veras said. "This platform helps us create personal connections that are beneficial to the consumer, Macy's and our various partners.  

"We are always looking for new and innovative ways of reaching our customers and mobile is certainly a big priority," he said. "We are keeping a close watch on opportunities as they emerge."

Final Take
Here is a demo of how the Backstage Pass works