NEW YORK--(BUSINESS WIRE)--Debuting this fall, Macy’s (NYSE:M) newest brand television spots will shift focus for the first time to customer centric initiatives that drive the retailer’s Omnichannel consumer strategy. From merchandise localization across its 800 stores and the ability to fulfill a customer product request to the helpful features of the Macy’s mobile app, the commercials will highlight these initiatives in imaginative and humorous spots.
“As an omnichannel retailer, we strive to provide a seamless experience for customers who shop with us in-store, online or via mobile devices,” said Martine Reardon, Macy’s chief marketing officer. “Using our brand television creative to spotlight three initiatives that enhance the shopping experience helps us to better deliver on our promise of fashion, value and entertainment in whatever ways customers choose to interact with us.”
Leveraging the entertaining creative of the Macy’s “What’s in Store?” sitcom-themed commercials first launched in fall of 2012, the merchandise localization spot features Store Manager Harold and assistant Carolina explaining the strategy to fan favorite Jessica Simpson. Based on the My Macy’s local merchandising strategy that empowers market-based teams to populate their stores with assortments targeted to local preferences, the funny spot aims to explain this initiative with a wink and a nod highlighting Ms. Simpson’s bubbly personality. During an employee training session, Harold details how the localization strategy works in sending the fall’s hottest Jessica Simpson boots to Minnesota while her swimwear is sent to Florida, all while having to contend with Jessica playing the class clown.
The new “Rope” television commercial showcases Harold explaining to a customer that she can still get the item she wants to purchase, even though that store is currently out of stock of the item in her size. By leveraging Macy’s omnichannel capabilities, associates can search other stores and online inventories for the item and have it shipped to the customer. Launched in 2011, the “Search & Send” initiative draws upon Macy’s ability to seamlessly merge its store, online and mobile proficiencies to fulfill a customer need. Shocked to find out that she can get the item she covets, the customer asks Harold how it all works. With a tip of the hat to Macy’s famed magic, Harold answers her question with a little help from a friend.
Finally, in “Mr. Macy 3000,” a well-intentioned associate creates a robot to facilitate customer service including price checks and coupon offers. Much to his chagrin, Harold and Carolina explain that the Macy’s app does all those things and more. From giving customers access to special discounts to product information and reviews, the app is a one-stop source for consumers on the go, including the ability to shop right from the app. Having been duly impressed, it seems that for Mr. Macy 3000 it was love at first download. As part of this nationwide promotion of the newest and best Macy’s app, from Sept. 22 to Oct. 5, shoppers who have downloaded the app can play the daily Macy’s Match & Win game for the chance to win* a Macy’s gift card worth up to $500.
Developed by JWT New York in collaboration with Macy’s, the spots will begin to air nationwide in mid-September. Through initiatives like these, Macy’s continues to deliver on its fashion, value and entertainment promise providing customers with the opportunity to shop whenever, wherever and however they want. From locally relevant merchandise assortments and fulfillment of orders from inventory nationwide to the ease of use via mobile technology, Macy’s is an omnichannel innovator focused on the customer.
*No purchase necessary. One entry per day. Valid through Oct. 5, 2013. Message & data rates may apply. Visit macys.com/apptowin for full rules and regulations.
About Macy’s
Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at approximately 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at macys.com. Via its stores, e-commerce site, mobile and social platforms, Macy's offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy's flagship stores -- including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, Dadeland in Miami and South Coast Plaza in southern California -- are known internationally and are leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers, employees and Macy's Foundation, Macy's helps strengthen communities by supporting local and national charities giving more than $70 million each year to help make a difference in the lives of our customers.
