Everything must be integrated to succeed.
This is a mantra for Macy’s marketing team, which considers itself an entertainment brand creating “shopper-tainment” experiences. Macy’s CMO Martine Reardon used the same kind of storytelling approach her team employs to engage customers during her keynote at the DMA Integrated Marketing Week event this morning. She shared a number of videos to illustrate her points, and to demonstrate the magical and enjoyable interactions between customers and the brand and its employees.
“We put the customer at the center of our strategy, and focus on knowing as much as possible about each customer,” she said. This includes a “local intelligence” team that guides merchandise decisions by listening and watching customer behavior – in store and online.
There are three key priorities to the Macy’s strategy:
To operate in this customer-centric way, Macy’s has a well-defined methodology for their “people, process, technology” approach to marketing.
The result is that the Macy’s brand is everywhere and digital, including efforts to engage 15 mm fans and followers. “We know how important mobile devices are, and so we often start with a mobile experience, and then build out other channels from there.”
“Marketing owns the consumer and the data, so we are responsible for the experience,” she says. However, being that steward and being the governor of the data protection doesn’t mean that marketing acts alone. “We don’t keep the data in the marketing department – we make it accessible to those who are making business decisions in order to create those memorable and repeatable experiences.”
And, that, my friends, is the data-driven magic of Macy’s.