Social SaturdayThe more you share, the more you save.

University of PennsylvaniaMaeve Flynn, Alison Miller, Greg Reiner

Executive SummaryMaking Shopping Social Again

Millennials are not satisfied by current retail options for Black Friday shopping

This creates an opportunity for Macy’s to develop a more convenient, fun, and social experience around both online and in-store Black Friday shopping for Millennials

We are proposing an integrated marketing campaign involving a mobile app, online sales promotions, and in-store savings, communicated to Millennials through entirely digital channels

Our campaign will drive Millennials to shop at Macy’s during Black Friday weekend 2013 and will reinforce Millennials’ perceptions that the Macy’s brand understands their needs

Millennials Desire a Different Shopping Experience By 2017, Millennials will have more purchasing power

than any generation has ever had Currently Millennials have $170 billion in purchasing power

Hyper-social More than 3x more likely than Boomers to turn to social

channels when looking for opinions about what to buy

Endlessly curious about what others are doing, buying, and enjoying 84% of Millennials report that user-generated content has at

least some influence on what they buy

Less responsive to traditional advertising

Desire brand engagement

http://econsultancy.com/us/blog/8806-how-social-influences-millennials-shopping-decisions-infographic

No Brand Has Successfully Tailored Black Friday to Millennial ShoppersNo retailer has bridged the gap between the

social, online shopping experience and the in-store, brick-and-mortar Black Friday shopping experience

Clicks Success Bricks Success Clicks & Bricks Success

Fab.com: Sales conversion rate tripled after implementation of ability to share and post photos of purchase history

Target: Won Mobile Marketer’s 2012 Mobile Commerce Program of the Year by allowing shoppers to scan top selling toys’ QR codes to order at a later date

No One: Huge opportunity for Macy’s in 2013

http://www.forbes.com/sites/ciocentral/2012/08/28/in-defense-of-social-shopping-driving-sales-and-loyalty/http://mashable.com/2012/10/05/target-qr-codes/https://corporate.target.com/discover/article/Target-awarded-mobile-commerce-program-of-the-year

Black Friday Does Not Meet the Needs of Millennials The nature of Black Friday weakens incentives to visit

brick-and-mortar stores as opposed to Macys.com

Black Friday does not support the Millennial style of convenient, social shopping

Primary Research Millennials Study, February 2013 (N=44)

However, Millennials Do Connect with the Macy’s Brand

Primary Research Millennials Study, February 2013 (N=44)

The results yielded by our survey of Millennials on the Macy’s brand did not indicate any negative brand associations

The Answer: Social Saturday 2013 at Macy’sSaturday, November 30th, 2013

The more social Millennials make their shopping, the better the discounts they receive Mobile app Our Macy’s released November 1st Online sales Friday, November 29th

In-store social deals Saturday, November 30th

Millennials Can Be Reached Through New Media

Method of Brand Influence on Millennials

Data Point Macy’s Targeting

Smartphone apps 3.62X more likely than the average customer

Our Macy’s App

Recommendation or information from blogs or social networking sites

3.47X more likely than the average customer

Our Macy’s App: Virtual Closet, Digital Ads, Social Media Integration

Recommendation from Facebook friend

83% of Millennials Our Macy’s App: Social Closet, Digital Ads, Social Media Integration

Digital advertising Average 6.0 brand lift for digital vs. 4.6 for TV; Millennials are the only generation to be more affected by digital than TV

Digital Ads, Social Media Integration

http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/Next_Generation_Strategies_for_Advertising_to_Millennials

Users can connect with one another to become “Macy’s Mates”

Build-your-own Virtual Closet Virtual Closet can be public to all Our Macy’s users or

only to a particular user’s Macy’s Mates Users select potential purchases and outfit

combinations and can buy online and/or request feedback from Mates or other users “Must Have” & “Tell Me What You Think” racks Mates can tell each other what they think by giving

Stars to selections and outfit combinations Mates can choose to share Virtual Closet on social

media sites or by email

The Our Macy’s App: Preparing for Social Saturday

OurMacy’s

The Our Macy’s App: In-Store on Social Saturday Mates come to Macy’s together and check in at their store

location

Map of store and in-store GPS Mate locator

Mates message forum After checking in, a group-wide message feed is created for all

connected Mates to use Message forum has pre-programmed status updates to report

shopping progress

Photobooth Mates can take photos with custom Macy’s themed backgrounds

and post them on social media Photos are posted to in-store display screens in real time Macy’s discount awarded for making their photo public on social

media

OurMacy’s

Share

Friday, Save Yourself the Stress: An Online Experience Offer Our Macy’s users larger online shopping discounts on

Friday, November 29th

Give customers store credit for making their online purchase history public on Our Macy’s

Encourage Macy’s Mates to view each others’ wishlists to make the gift-purchasing process more convenient

Use Friday’s online sales to then promote Saturday as a time to share the in-store shopping experience with friends Upon making an online purchase on Friday, users receive a

discount code for Saturday in-store shopping

Social Saturday: In-Store Deals & Experience Connected* Macy’s Mates receive discounts for

checking into the store together The larger the group of connected* Macy’s Mates, the

larger the savings

Place additional tri-fold mirrors throughout stores and signage to remind customers to use photobooth feature of Our Macy’s app at mirrors

Photobooth feature posts photos directly to in-store display screens and social media sites

Display QR code on the racks of top selling items to allow customers to post potential purchases to social media or to save in their Our Macy’s Virtual Closets

*connected at least 1 hour prior to check in on Social Saturday

Macy’s Social Saturday Campaign Will Lead with Millennials Millennials shop and interact with brands

differently than other consumers have in the past

Macy’s must develop a method to engage with Millennial customers to reflect an understanding of this unique consumer group

Our campaign defines Black Friday weekend as a time for both online engagement and in-store shared experiences

This will set Macy’s apart as the brand that continues to evolve in order to meet the needs of the changing American consumer

Thank you!