Macy’s, one of America’s most popular retailers, became among the first movers to deploy Apples much talked about iBeacons as a pilot program to create a unique in-store experience for their consumers. According to the reports on GigaOm, the one and a half decade old retail store partnered with a technology startup to install iBeacon transmitters in its flagship stores in Midtown Manhattan and San Francisco. This interactive mobile merchandising platform allowed Macy’s to track the consumer movement throughout the store, greeting them with different offers, discount coupons and product recommendations depending on the floor of the department the customer is on.
In addition to sending location-based alerts to the iBeacon enabled device of the customers, Macy’s leveraged the platform to bridge the gap between brick and mortar store and their mobile app. The mobile application reminded the consumers to buy a product he/she has previously “liked” within the app, thereby keeping the customer constantly engaged to the brand and retain them for longer.  Other retailers like Eagle Outfitters, Best Buy, Crate and Barrel, JCPenney, Old Navy, The Sports Authority and Target also implemented the beta version of beacons placed in-store to engage consumers.

For retailers implementing experiences like this within their stores helps them to achieve a wider goal of making the physical shopping experience more engaging and interactive, thereby connecting customers who have taken to mobile use while shopping.

Martin Reardon, the CMO of Macy’s said in a statement that they have made great strides in creating the best omnichannel experience at Macy’s, and delivering most relevant messages and offers to customers at the most helpful moment while they are shopping in the stores has been advantageous for both the customer and the store.

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July 2024