macy's mobile strategy

Mobile Marketing Strategies 01.19.2012

CONFIDENTIAL – PROPRIETARY INFORMATION

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M O M My Macy’s Omni-channel

Retailing Magic Selling

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Be everywhere.

- Margaret Getchell

Do everything.

And never fail to astonish the customer.

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Be Everywhere Research & Discovery Sharing

BEFORE

DURING

AFTER

Entertainment

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Mobile Fundamentals

1.  She’s in motion.

2.  She’s a shopper.

3.  To engage her, we must be: • useful • entertaining

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Mobile Fundamentals

44% U.S. consumers will have a smart phone by end of 2011

64% adults ages 25-34 use smart phones

62% smart phone users have downloaded apps on their devices

49% use their smartphones “frequently” while shopping

87% used a deal-of-the-day site within the last 30 days

38% smartphone owners have used a mobile device to make a purchase at least once

33% of these purchases occurred while the shopper was in bricks & mortar store location

Sources: Nielsen Mobile Media Report for 3Q 2011 and comScore - Dec 5, 2011

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Sources: Nielsen/Yahoo “Mobile Shopping Framework Study,” January 2011 and Lightspeed Research for Accenture, June 2010

For retailers, Mobile = Social

70% texted a friend or family member while shopping

48% shared a photo of a product with personal contacts

73% prefer to use their smartphone for basic tasks in store, vs. interacting with sales associates

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m.macys.com

home page category page product page

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m.macys.com

Initial results show improvement in:

•  Session length •  Sales conversion rate •  Average order value •  Sales penetration to total MCOM

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Macy’s app

shopping store finder sitelets

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Macy’s app

offers scanning

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Backstage Pass

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Backstage Pass

replace w/ screen shot from Tommy Hilfiger’s

BSP video

replace w/ screen shot from Bobbi Brown’s

BSP video

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Believe-o-Magic

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Believe-o-Magic

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Mobile offers

SMS Shopkick Foursquare

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Mobile Display – Black Friday

Pandora Pop Sugar

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Mobile Display - Believe iAds

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interior 1st floor Union Square search exterior map

Google In-store Navigation

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Discover offers online or in-app, and save

Tap to pay and redeem offer at POS

Manage and redeem offers and gift cards

Google Wallet

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Google Catalog

Macy’s page product page

product detail

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Tablet ads

display ad expanded ad unit product page

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M O M My Macy’s Omni-channel

Retailing Magic Selling

•  Localization •  Personalization

•  Search & send •  Site-to-store-to-door

•  Tablets @ POS •  Training on mobile

technology

Future Opportunities

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THANK YOU