Macy’s Uses Media Muscle to Push App, Other Services
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Macy’s is using national ads to promote a variety of services this fall, including its app.
It’s a new approach for the department store retailer, which has typically focused on sales or exclusive celebrity lines from the likes of Martha Stewart, Usher, Donald Trump and others in its ads. In the new round of ads, Macy’s will promote its app, the ability to have out of stock items shipped directly to consumers and the My Macy’s local merchandising strategy with national TV spots. In 2011, Macy’s also ran an ad supporting its use of QR codes.
The new approach is intended to remind consumers of Macy’s omnichannel capabilities in advance of the holiday season. The ads will use the existing “What’s in store” theme, which features Harold the store manager and was launched last year.
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