Online Wedding & Gift

Registry

Yadezi AbreuAshley Pouya

Natalia BecerraPhi-Uyen PhamDanavir Sarria

Sam Sotomayor

Online Team A

Online Team B

Personalized Marketing Strategy

Personalized Marketing Strategy

DanavirNataliaYadezi

PhiSamAshley

Pre-SWOT

Analysis

Weaknesses• Customers often complained

about the inefficiency or hardened use of mobile app

• Overwhelming size of store leads to frustrated customers

• Antiquated mobile scan capabilities

• Somewhat not consistent in regards to following-up

Threats• Competitors’ lower prices and

variety of selection could pull potential customers

• Constant updating of the mobile app due to bugs and gaps may increase expenditures

• E-brouchure

Opportunities• Partnership with wedding

coordinators and/or designers for further Wedding & Registry program promotion should be considered

• Growing online shopping popularity should not be undermined

• Great Reviews

Strengths • Well-trained and friendly

staff • Website is easy to operate

and completely functional• Strong Brand Recognition• Uses both old and new

channels to promote sales/advertise

• Dream Fund

Strengths • Well-trained and friendly staff • Website is easy to operate and

completely functional• Strong Brand Recognition• Uses both old and new channels

to promote sales/advertise • Dream Fund

Weaknesses• Customers often complained

about the inefficiency or hardened use of mobile app

• Overwhelming size of store leads to frustrated customers

• Antiquated mobile scan capabilities

• Somewhat not consistent in regards to following-up

Opportunities• Partnership with wedding

coordinators and/or designers for further Wedding & Registry program promotion should be considered

• Growing online shopping popularity should not be undermined

• Great Reviews

Threats• Competitors’ lower prices and

variety of selection could pull potential customers

• Constant updating of the mobile app due to bugs and gaps may increase expenditures

• E-brouchure

Research

Online Team A

Online Team B

Personalized Marketing Strategy

Personalized Marketing Strategy

DanavirNataliaYadezi

PhiSam

Survey ResultsTeam A

Demographics

Age GroupDo you prefer having the gift registry process completely online, or do you prefer to make in store visits?

Demographics

Survey Results

Which positive experience would make you most want to tell others about Macy's wedding registry program

Survey ResultsTeam B

Demographics (Team B)Age Group

Did you know that Macy’s offers a free mobile app?

Did you access your registry in-store or online?

Did you know that Macy’s offers a Dream Fund

service? Would you rather receive cash or items from your

registry as gifts?

Secret Shoppin

g

   

Mobile App Yes Yes Yes

Registry Welcome Package Yes Yes No

Discount Incentives with store credit line

10% back on eligible purchases

5% back on eligible giftsDream Fund

5 Reward points for every dollar spent in BB&B

1 point for every dollar spent elsewhere1000 points= 10$ reward card

5% back on all purchases30 Extra return days

Discount Incentive(independent from store

credit line)

Weekly SpecialsExclusive discount for

registrants

20% coupons Price match

Weekly specials

Weekly specials

Return Policy 1 year from date of purchase for purchases made through registry(or any product that has the Macys return label)

So as long as item was purchased in BB&B and on registry(or accompanied

with gift receipt) will be eligible for return/exchange

Up to 1 year after your event date to return or exchange items from your Registry

Bridal Consultants Yes Yes No

Personal Shoppers Yes No No

Partial Instore /Online Registry capabilities

Yes Yes No

Compatible Mobile App Brochure

No Yes No

One-on-One

Interviews

“We wanted to choose a place where we could find trendy, homey items at an affordable price. It was also important to choose a brand that most people were familiar with, since a lot of our invitees where from Latin America”

 

Interview OneTeam A

Interview TwoTeam B

• Couple received a gift card that consisted of 5% off of purchased items from the guests (5 months after the wedding)

• Took longer to load online and limited display of items per page

• More lavish, up-scale, higher end style

• Online chat was helpful • Tons of promotional sales and

honored price adjustments • Very selective and limited to

quantity, selection, and brands to choose from

• Couple received 20% off entire purchase since majority guests purchased items  

• Up to 90 items displayed per page

• Reaches out to a younger crowd/fun

• Received $20 gift card on Shutterfly and goodie basket filled with stuff

• Convenience with selection and brands to choose from

Interview ThreeTeam B

• Online portion was simple but took some time to practice navigating it (reluctant to login)

• Keeps the couple in the loop with the latest merchandise and promotions even after the wedding

• Needs to be based off of more than just their reputation

• Needs improvement on reviews that were purchased in the past – Ability to post pictures– Ability to express more of an

opinion – Needs an option of: Would

you recommend this?

• Online portion was easy to navigate  

• After the wedding, the company only sends monthly advertisements (not relating to wedding registry)

• Made the couple feel as if they were a million bucks

Interview ThreeTeam B

Recommendations

Create an advertising campaign during June and September, the wedding ‘high seasons’

Utilize the hashtag “#SAYIDOTOMACYS” across social media platforms to increase publicity of Macy’s gift registry program in an environment that is becoming increasingly dependent upon social media

#sayidotomacys

#sayidotomacysYou can see two sample Instagram posts below from a Macys personal

gift registry , as well as a contestant.

Social Media• Snapchat, Instagram, Facebook, Pinterest• Native Content

Educate, Entertain, And Sell

When searching for “wedding registry” on Google, Macy’s gift registry comes in 7th, near the bottom of the page

Macy’s can utilize a program such as Google Adwords to increase its Google searchability so that its website is higher up on the Google search page results

Google Analytics

Wedding Registry

Customization

Custom URL• Macy’s should include

the name of the couple in the URL for their registry.

• Allow the input of the wedding information directly on the couple’s registry site.

• Customization of colors and designs of site to match wedding theme.

Custom Registry• Many make use of third-party registry sites

that link sales to Macys & other retailers• Couples and their guests are loosing the

interaction and attention they would receive from the Macy’s wedding registry department

• Partnering with these third party sites will help Macy’s connect with their target market.

Gamification

Smart Scanning• Competitors have 

developed applications that can pull product information directly from the image of a product in a catalog. 

• Ease of registry can be enhanced by similar methods and technology.

• Bridges the gap between the online and in-store experience. 

Group Funding and Rewards• Big ticket items can be 

intimidating.– Allow guests to “split the bill”

• Allow guests to contribute to a fund with the incentive of getting rewarded for reaching various levels of total contributions.– Contributions can be applied toward a single item or the Dream Fund.

Recap

• Custom URL

• Custom Registry

• Free Gift For RegisteringSmart Scanning

• Group Funding And Rewards

• Review Upgrade

• Dream Fun Honeymoon

• Google Adwords

• Social Media

• #SayIDoToMacys Campaign

Post-SWOT

Analysis

Strengths • Exclusive and top quality

merchandise• Strong brand recognition • My Macy’s Program rewards• Build awareness from 3rd

parties• Advertising on social media

Better incentives encourage customers to register with Macy’s

Weakness • Expensive products• Limited budget to

implement new strategies and recommendations

Opportunities• Continually improving online

process for customers to manage their registries

• Addition of new or trending products

• Expanding to more social media platforms

• Growing fan base or followers on social media outlets

Threats• Competition from other

store’s registries• Competitors with more

affordable prices• Changes in technology may

influence customer’s experience with website and app

• Customers who are not tech-savy may not be interested in managing their registries online

Strengths • Strong online presence • My Macy’s Program rewards• Build awareness from 3rd parties• Advertising on social media Better

incentives encourage customers to register with Macy’s

Weaknesses • Expensive products• Limited budget to implement new

strategies and recommendations

Opportunities• Continually improving online

process for customers to manage their registries

• Addition of new or trending products

• Expanding to more social media platforms

• Growing fan base or followers on social media outlets

Threats• Competition from other store’s

registries• Competitors with more affordable

prices• Changes in technology may

influence customer’s experience with website and app

• Customers who are not tech-savvy may not be interested in managing their registries online

Step #1: Improve The Product

Conclusion

Step #2: Provide Value Upfront

Step #3: Aggressively Promote