Macy’s Partners With Facebook To Win More Customers | Social Media



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Photo by Michael Brochstein/SOPA Images/LightRocket via Getty Images

An exciting alliance has been formed. Macy’s will set up pop-up marketplaces in nine high-traffic stores for the important Christmas season. These pop-up marketplaces will be in partnership with .

The plan is that Facebook will bring nearly 150 e-commerce brands to “The Market@Macy’s.” This is a one-of-a-kind approach and helps introduce emerging and established brands currently advertising on Facebook to new audiences. As one can expect, there will be a rotating selection of offerings. At one time, it may be apparel or accessories. At other times, may find beauty, decorative home items, stationery or gifts. In other words, the concept is designed to entice to shop often since there will be new surprises and new companies.

Through this Macy’s partnership, Facebook will offer new, emerging brands the opportunity to market their products more broadly during the Christmas season. It is a terrific way for these brands to engage with customers and develop loyalties. Many of these brands have already established themselves digitally on Facebook and now will be able to sell over-the-counter for a limited time as well.

Macy’s has taken this bold step to engage customers in an innovative way. Hal Lawton, president of Macy’s, points to technology enhancements like this and calls them practical applications that will engage customers and drive sales. It should give customers the best shopping experience.

Among the products that will be offered through the Facebook alliance will be an assortment from the Love Your Mellon brand, which sells hats and apparel to help the fight against pediatric cancer. (That tie-in should have a great appeal to younger customers who like to shop brands that support worthy causes). Other companies include Charleston Burger Company as well as many other small, independent brands.

I think this shows an understanding by Macy’s management of where, and how, the Millennial and GenZ customers will shop now. But, it’s worth pointing out that Macy’s drive for technological advances does not stop here. They have also developed a virtual reality furniture shopping experience in partnership with Marxent. It will be in 69 stores by early November and should increase sales volume in these stores. The higher price points on many furniture products will just add to the growth potential.

Similar to the Facebook pop-up shops, there will also be Beauty Kiosks for instant makeup try-ons. Customers will have the opportunity to try a variety of beauty products. According to management, customers will then be able to share their virtual makeup choices with friends and family. That should encourage even more customer interaction for Macy’s.

Technology is going to change Macy’s. It will be a different – and more exciting – company with many more changes likely going forward. It all represents a major shift in how to do business, but it is the only way department stores are going to survive. I strongly believe that many people like to shop, especially for fashion, and those stores that make shopping exciting will be winners. People like to see, feel and try on ready-to-wear, and while technology companies like Amazon will sell a lot of basic clothes, fashion looks are created through coordinated displays in stores. And, it will stay that way if technology is added to help customers find it easy and fun to shop.

I believe that the Macy’s/Facebook alliance will be long-lasting. I expect more pop-up shops in the spring in more stores. Management has not commented on the long-term strategy, but, if the customer likes it – and shops it – I could see this develop into a major plus for the company.

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Photo by Michael Brochstein/SOPA Images/LightRocket via Getty Images

An exciting alliance has been formed. Macy’s will set up pop-up marketplaces in nine high-traffic stores for the important Christmas season. These pop-up marketplaces will be in partnership with Facebook.

The plan is that Facebook will bring nearly 150 e-commerce brands to “The Market@Macy’s.” This is a one-of-a-kind approach and helps introduce emerging and established brands currently advertising on Facebook to new audiences. As one can expect, there will be a rotating selection of offerings. At one time, it may be apparel or accessories. At other times, customers may find beauty, decorative home items, stationery or gifts. In other words, the concept is designed to entice customers to shop often since there will be new surprises and new companies.

Through this Macy’s partnership, Facebook will offer new, emerging brands the opportunity to market their products more broadly during the Christmas season. It is a terrific way for these brands to engage with customers and develop loyalties. Many of these brands have already established themselves digitally on Facebook and now will be able to sell over-the-counter for a limited time as well.

Macy’s has taken this bold step to engage customers in an innovative way. Hal Lawton, president of Macy’s, points to technology enhancements like this and calls them practical applications that will engage customers and drive sales. It should give customers the best shopping experience.

Among the products that will be offered through the Facebook alliance will be an assortment from the Love Your Mellon brand, which sells hats and apparel to help the fight against pediatric cancer. (That tie-in should have a great appeal to younger customers who like to shop brands that support worthy causes). Other companies include Charleston Burger Company as well as many other small, independent brands.

I think this shows an understanding by Macy’s management of where, and how, the Millennial and GenZ customers will shop now. But, it’s worth pointing out that Macy’s drive for technological advances does not stop here. They have also developed a virtual reality furniture shopping experience in partnership with Marxent. It will be in 69 stores by early November and should increase sales volume in these stores. The higher price points on many furniture products will just add to the growth potential.

Similar to the Facebook pop-up shops, there will also be Beauty Kiosks for instant makeup try-ons. Customers will have the opportunity to try a variety of beauty products. According to management, customers will then be able to share their virtual makeup choices with friends and family. That should encourage even more customer interaction for Macy’s.

Technology is going to change Macy’s. It will be a different – and more exciting – company with many more changes likely going forward. It all represents a major shift in how to do business, but it is the only way department stores are going to survive. I strongly believe that many people like to shop, especially for fashion, and those stores that make shopping exciting will be winners. People like to see, feel and try on ready-to-wear, and while technology companies like Amazon will sell a lot of basic clothes, fashion looks are created through coordinated displays in stores. And, it will stay that way if technology is added to help customers find it easy and fun to shop.

I believe that the Macy’s/Facebook alliance will be long-lasting. I expect more pop-up shops in the spring in more stores. Management has not commented on the long-term strategy, but, if the customer likes it – and shops it – I could see this develop into a major plus for the company.

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