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:
- My Macy’s – Creating a personal and regional experience at each of the 800 stores and at macys.com.
- Omnichannel – A data-driven media ecosystem where each channel can be both a starting point and a sharing point for any given customer. “You can push every thing out to every body and wear them out. We want to serve only the most relevant content to each customer, and recognize each uniquely,” Reardon says. This is not just a modern buzz word: A multi-channel buyer is worth up to 2x that of a single channel buyer, she adds.
- Magic Selling – A philosophy and training program for selling that leaves every customer feeling inspired and beautiful and understood. “Our customers want a great experience and will pay more if they find good quality at a great price,” she says.
To operate in this customer-centric way, Macy’s has a well-defined methodology for their “people, process, technology” approach to marketing.
- Liberate the data. Make it accessible to everyone and as quickly as possible to inform business decisions.
- Be omnichannel. Meet the customer where they are, every time.
- Speed to the ‘now what.” This is the way Macy’s bring analytics close to the customer and the merchandizing decisions. While the “wow” that Macy’s creates might seem spontaneous, it’s very data driven.
- “Bananas and shoes.” Know everything about the whole shopper, not just her behavior at Macy’s. This is a very humanistic, whole person approach.
- Manage a 360-degree ecosystem.
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.