Macy’s gives shoppers a Backstage Pass to learn via mobile technology

24 February, 2011


MACY’S GIVES SHOPPERS A BACKSTAGE PASS TO LEARN ABOUT THE LATEST MUST-HAVES AND SPRING TRENDS VIA MOBILE TECHNOLOGY

Macy’s customizes emerging mobile technology including QR codes and SMS to deliver engaging consumer-oriented video content from the retailer’s stable of star designers including Bobbi Brown, Sean “Diddy” Combs, Tommy Hilfiger, Michael Kors, Greg Norman, Rachel Roy, Irina Shabayeva and Martha Stewart

NEW YORK — This spring, Macy’s helps customers unlock magical moments in-store when they scan a code or send a text message with Macy’s Backstage Pass. A groundbreaking new initiative for the retailer, Macy’s Backstage Pass customizes QR code and SMS technology to deliver exclusive and engaging video content to users mobile phones. Bringing the retailer’s celebrity designers and fashion authorities more directly into every store location nationwide, Macy’s Backstage Pass will provide consumers with essential tips, information on the latest trends, advice and inspiration straight from their favorite style icons.

“Macy’s new Backstage Pass is an exciting evolution that brings our stable of fashion experts and designers directly to the customer while they’re shopping in our store, through their hand-held mobile devices,” said Martine Reardon, Macy’s executive vice president of Marketing. “By providing fun and informative video features via an easy-to-use, direct-to-consumer platform, we are connecting and engaging our customer in a personal way that enhances and adds a new element to their shopping experience.”

A mixture of entertainment and fashion, Macy’s Backstage Pass codes will deliver 30-second films to user’s mobile phones that provide fashion inspiration, advice and tips. Following the initial video feature, users will have the option to select longer length content that will take them further backstage with each designer or brand. Featured designers and experts for the launch of the campaign include Bobbi Brown, Sean “Diddy” Combs, Tommy Hilfiger, Michael Kors, Greg Norman for Tasso Elba, Rachel Roy, Irina Shabayeva for I.N.C., and a host of the nation’s most influential fashion bloggers for Macy’s newest exclusive collection, bar III. Additionally, the campaign will feature content by Martha Stewart and Madonna’s Material Girl in videos currently set to debut a few weeks following the launch.

QR codes or Quick Response codes emerged in the mid-1990s in Japan. The two-dimensional barcodes are readable by dedicated QR scanners and mobile phone cameras running a QR reader application. The codes are most often used to deliver content via mobile devices. As QR codes gain popularity in the United States, many users will need a quick tutorial on how they work. To assist in the education process, Macy’s created a fun and informative demonstration video called “How to Use Macy’s Backstage Pass.” The video will be accessible to customers on the go by texting “learn” to MACYS (62297)*, or on www.macys.com/findyourmagic sitelet, Macy’s Facebook page (www.facebook.com/Macys) and via Macy’s Youtube Channel (www.youtube.com/Macys). In addition, every Macy’s sales associate will wear Backstage Pass lanyards with simple instructions on how to use the codes in-store.

Accessing the content is quick and easy. Users launch the QR reader application on their smart phone, scan any Macy’s Backstage Pass red star-shaped code found in various departments throughout the store and the code will deliver the video content to their hand-held device. If users don’t already have a QR code reader application installed, Macy’s will offer a free* QR reader download by texting “reader” to MACYS (62297). For shoppers who may not want to download a QR reader, the videos are also accessible by texting the keyword found beside each Backstage Pass to MACYS (62297) and the exclusive content will be sent as an MMS (multimedia message). To ensure a great customer experience for consumers without a smart phone or video-enabled device, all Backstage Pass in-store displays will also direct shoppers to access the content on the internet at www.macys.com/findyourmagic.

In addition to the exciting video content being offered, young contemporary brand American Rag will also provide a free music download of the song “Weightless” from the band All Time Low.

Macy’s Backstage Pass/QR code initiative is the latest example of the retailer’s embrace of mobile marketing technology. Macy’s was among the first national retailers to partner with Shopkick on their mobile application platform that allows users to earn points for checking in at stores and to receive special offers from participating retailers. Since its launch in Aug 2010, Shopkick has already surpassed the 750,000 user mark. With the broad distribution of QR codes at stores nationwide, Macy’s is delivering of-the-moment, unique video content that will appeal to a broad consumer.

JWT New York developed the Macy’s Backstage Pass campaign in conjunction with Macy’s.


Contact
Orlando Veras
+1 646-429-7450
Orlando.Veras@macys.com  

About Macy’s
Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.
For Macy’s media materials, images and contacts, please visit our online pressroom at www.macys.com/pressroom.  

*Standard messaging and data rates may apply.

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