Macy’s relies on SMS to drive Labor Day sales


August 31, 2012

Macy’s is encouraging consumers to shop the latest trends and products during its Labor Day sale through a new SMS initiative.

The company sent out a timely and relevant message to its opted-in mobile database. The campaign is a great way to not only drive in-store traffic, but mobile sales as well.

“Macy’s is among the savviest when it comes to mobile,” said Jeff Hasen, chief marketing officer of Hipcricket, New York.

“Beyond giving shoppers multiple ways to engage through its Backstage Pass and other efforts, it has built a strong database of opted-in consumers who want to engage with the retailer though text messaging,” he said.

“For a brand, SMS provides reach and is the most inclusive of tactics.”

Staying relevant
The Macy’s SMS message features an incentive – 15 percent off end-of-summer finds – which is a great way to drive consumer engagement.

Additionally, the message features a link that takes consumers to the company’s mobile site where they can shop the latest fashion items.

This helps educate consumers to shop via their mobile device, instead of heading to the nearest store location.

Macy’s has used SMS in the past to promote its other sales such as the company’s One Day sale, Super Sunday sale and Back-to-School sale.

By using SMS, Macy’s is keeping its opted-in consumers up-to-date.

“The most successful retailers build mobile clubs long before sales or the holiday period,” Mr. Hasen said. “Consumers look forward to these often-exclusive offers, many of which are personalized based on a shopper’s interests.”

New technology
In addition to SMS, Macy’s is also using QR codes to promote its new Nicole Richie for Impulse collection.

The company has plastered a mobile bar code on its static print pages in several publications including New York magazine.

When users scan the QR code, they are taken to a mobile-optimized page where they can watch a video of designer Nicole Richie talking about her collection, as well as enter for a chance to win a shopping spree worth up to $500.

In addition to mobile bar codes, the company is also encouraging consumers to text the keyword NICOLE to the short code 62297 to enter the shopping spree.

“While the least sexy of mobile products, SMS is a workhorse and will undoubtedly be a vital part of many retailer programs as we move into the crucial end of year selling season,” Mr. Hasen said.