Macy’s continues mobile bar code push to enhance shopping experience
By Rimma Kats
August 10, 2011
Jessica Simpson is one of Macy's star designers
Macy’s is using its custom-designed QR codes once again to deliver trend and fashion tips from its designers, as well as offer consumers daily shopping sprees of up to $500.
The mobile bar codes lead to videos staring Macy’s designers such as Kenneth Cole, Sean “Diddy” Combs, Tommy Hilfiger, Michael Kors, Rachel Roy, Jessica Simpson and Martha Stewart. New elements of the campaign that was created by ad agency JWT also include a celebrity television spot.
“Macy’s strategy is to connect with our customers on a personal level in every store across the country to help deliver the goods and services they request,” said Orlando Veras, spokesman for Macy’s.
“With our Backstage Pass campaign, we are helping customers better understand and navigate seasonal trends and providing this requested information via an easy to use format direct to their mobile devices,” he said.
"After Macy's successful launch of QR codes in the spring, which saw hundreds of thousands of consumer interactions and positive feedback, we wanted to continue delivering these informative, fun videos via mobile devices.
“With Macy's Backstage Pass mobile codes, customers get trend and fashion advice right from the source as they browse the product in-store. This initiative creates unique interactions between the designers, Macy's and the consumer, which ultimately enhances their overall shopping experience with us.”
Macy's delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam.
Bar code program
The Macy’s Backstage pass program, which begins on Aug. 8, will offer consumers helpful advice from designers and industry experts.
In addition to fashion tips, shoppers can also enter for a chance to instantly win daily shopping sprees worth up to $500, wherever a Macy’s Backstage Pass appears, be it in-store, print or online.
When consumers scan the QR codes, they are redirected to 30-second films featuring the designers.
Additionally, Macy’s will also deliver content focused on home, men’s, young contemporary and cosmetics trends.
“Macy's Backstage Pass codes are being driven across multiple assets from in-store signage/windows to broadcast, print and online outreach,” Mr. Veras said. “A new celebrity television spot will begin airing nationwide in mid-September.
“In addition to the local and national print, broadcast and internet marketing campaign, a new element added for Fall to help drive consumer awareness and interaction is the daily scan to win opportunities,” he said.
“Whenever a customer scans a Macy's Backstage Pass, whether in-store, from print ads or online, they could win instant shopping sprees of up to $500.”
As part of the company’s effort to educate consumers on QR technology use, a new Macy’s Backstage Pass television spot will not only touch upon how mobile bar codes work, but will also entice customers to use them by alerting them to the content featured and the chance to win Macy’s shopping sprees.
“Mobile is a very important component of Macy's overall consumer marketing strategy,” Mr. Veras said.
“We continue to embrace new ways to interact with our customer, create a meaningful dialogue, and deliver what the customer wants.
“Macy's Backstage Pass mobile code campaign is the latest example of this strategy that aims to enhance the shopping experience by connecting with customers via personal devices,” he said.
“Another great example of this initiative is the upcoming launch of Google Wallet, the NFC-enabled mobile payment system that will debut in five key markets this fall.”
Rimma Kats is staff reporter on Mobile Marketer, New York
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