Macy’s has been recognized as the 2014 Mobile Retailer of the Year. The accolade is one of the most prestigious awards in mobile commerce, honoring the winner for their exemplary strategic and creative use of mobile.
With overall declining traffic to brick-and-mortar retail this year, Macy’s led the way in combining mobile technology with fashion. They succeeded in capturing the attention and wallet share of mobile consumers by providing highly optimized experiences that made shopping more exciting and convenient - particularly for the growing number of young consumers.
Macy’s overall mobile strategy reflects their clear understanding of mobile as a commerce must-have. In particular, three aspects of their strategy enabled the company to drive brand value and earn the Mobile Retailer of the Year honor.
In 2014, Macy’s launched a new tablet-optimized digital spring catalog, promoting in-store events and showcasing shoppable videos. Through their early adoption of iBeacon, rolled out to all stores in the fall following a successful pilot program, Macy’s became a leader in the use of beacons, this year’s Mobile Commerce Technology of the Year.
Fashion and Music
As part of their strategy to woo millennial shoppers in 2014, Macy’s combined fashion, celebrities and music. In February, they launched the mobile-focused All Access program, in which they leveraged celebrities like rock group We the Kings and actress and singer Lucy Hale to connect with young audiences.
And in September Macy’s partnered with the global charity fundraiser Fashion Rocks. During the event, viewers were able to shop for fashions presented on the runway via their mobile phones directly through the Macy’s site or through the Shazam app.
When it comes to embracing mobile payments, Macy’s has been at the forefront. It was one of the early adopters of Apple Pay. And in September the retailer rolled out a digital wallet solution called My Wallet. Available to online and mobile shoppers as well as in-store shoppers, My Wallet houses users’ credit cards and Macy’s deals and promotions all in one place.
2014 was definitely a year for Macy’s to shine. As an early mover in the mobile space, they provide a great example and inspiration for the level of excellence a retailer farther along the mobile maturity curve than most can achieve by continuously testing and improving mobile experiences.
by Anis Salvesen