The operational impact that Macy has created with their innovative and pioneer Omni channel strategy with a key focus on the E-Commerce and M-Commerce, the company has a central online fulfillment center, and the primary premise of Macy’s is to create a brand experience for the customers that is personalized and localized (Rijmenam).
Customer needs are the at the center of all the operational decision making at Macy’s and in this age of technological advanced customers the insights generated by the company through Big Data has helped Macy’s carve a leading niche, by combining all data points to help in reaching the right customer at the right time for sales, helping Macy’s to increase store sales by 10% in the last decade (Rijmenam).
In partnership with SAP InfiniteInsight designed a system that provided predictive analytics for its online business (Melton); that helped Macy in understanding the probability of customers spending on the Web in a certain product category, helping increase the online sales by 8-10%.
The website design and the content layout are done in a very clear and aesthetic manner, with the primary objective to help the customers navigate the website to be able to take hold of the information presented in an manner that aids decision making.
The landing page starts with all the main information that is required for an effective e-commerce based retailer to help the customer in their navigation experience, the search engine placement, is very strategic as it will instantly help the customers to look for the exact product they are looking for and save time.
The list of the tabs are on the top clearly signifies the product types available at Macy’s, besides the shopping tab is also placed on the top of the page, with the stores, customer service and shipping tabs, all on the top of the page, the website also showcases the tactical offer for tourist visiting USA.
The website has clearly defined e-commerce layout, leaving nothing to the imagination for the customers, with order tracking option also included at the bottom of the page.
The marketing and tactical promotions cover the major part of the landing page, with the 25% offer covering the top half, with the section offers following up, with a very smart approach to target and showcase products of women and men segments.
The #MYSUPERHERO, campaign is promoted on the website, with the social media pages FB and Twitter, promoting the theme for celebrating mother’s day and inducing sales, with only Facebook having the shop now button for customers to order online (Macys).
Pinterest and YouTube are used more towards creating a connect with the customers from a brand perspective, including the Blog, that in essence creates a positive impact on Macy’s SEO and SEM.
The m-commerce technology, is an extension of the e-commerce success of Macy’s and most importantly to keep direct connect and facilitate the millennial segment, who are the main customer base
The Macy mobile apps are available for both the Google Play and iTunes, and leads on the technical aspects, with the sales doubled in 2015 through mobile devices. The Macy app features all the nine key metrics measured by Bloomberg Intelligence (Thau).
Macy has been able to open multiple touch points with the customers, through their m-commerce strategy that was helped by streamlining an optimized experience that resulted in creating a personalized experience for the customers.
In the words of Macy’s head of digital technology, Mr. Yasir Anwar, Macy is running on mobile devices and the engagement in relation to sales is only going to get stronger, since the prediction of mobile traffic higher than the desktop happened (Jaekel).
Works Cited
Jaekel, Brielle. Macy's exec: Mobile shopping behavior evolves to embrace purchasing 2016.
Mobile Commerce Daily. Web 02 May, 2016.
Melton, Nicole. Macy's boosts Web sales, email marketing with predictive analytics 2014.
Fierce Retail. Web 02 May, 2016.
Macys. Mother’s day gift guide 2016.
Web 02 May, 2016.
Rijmenam, Mark. Macy’s Is Changing the Shopping Experience with Big Data Analytics 2016.
Datafloq. Web 02 May, 2016.
Thau, Barbara. How Mobile Commerce Is Changing The Face Of The Nation's Biggest Retailers, From Wal-Mart To Macy's 2016.
Forbes. Web 02 May, 2016.
