CEW’s first Women & Men in Beauty Series event of 2013 was held on March 28th at The Harmonie Club. Themed “Maximizing Mobile Moments,” executives from L’Oreal, Facebook and Macy’s Inc. served on the panel sharing input on strategies for using this powerful tool [mobile devices] to better reach consumers and identify the key areas where mobility can help change the way your business succeeds.
According to a study conducted by Google, smartphones are a multi-activity portal and 88% of owners use it for entertainment.
Here, Jennifer Kasper, GVP Digital Media and Multicultural Marketing, Macy’s Inc. offers her key insights on Macy’s right approach to mobile …
We have built a robust site for our customers, Macys.com. We’re building an experience to serve our customers and finding ways to be useful not intrusive – adding value. We think of ourselves as an entertainment brand. In addition to providing utility, we want to make the experience fun and social.
We have a Macy’s mobile app that we launched in November just before Black Friday. It has a denim finder, which helps women find great pairs of jeans. Our Herald Square flagship is under renovation right now. On the app is a pop-up window; when someone opens the app while in a certain part of the store, we serve them with a unique experience to navigate the store and it [highlights] all the great events we have going on in our store. We created a mobile tool to aid in one’s Black Friday attack for people who are physically in the store. It’s a tool to help people find the stores, scan all specials, create shopping lists and navigate to where each special is located within each individual store at Herald Square.
Admire your competitors. I certainly admire Nordstrom, Sephora and Starbucks.
In her role as group vice president, Kasper leads Macy’s digital media strategy with a focus on engaging customers, fostering brand loyalty and driving sales. She also leads the development of multicultural media and event strategies that support Macy’s objective of growing market share in key minority customer segments. –yvette caslin
