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GOOGLE CHANGES RULES IN DIGITAL MARKETING STRATEGY AT CHRISTMAS
Macy's links with Google to show users' cell phones (sorry gentlemen, but they are thinking more about them) the inventory in the closest store that reflects their tastes and needs.
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Imagine spilling coffee on the way to a party and needing a new shirt now!
A quick Google search from your smartphone will tell you if that shirt is in stock at a nearby Macy's store, in your size, in the color you like (if you bought there before) and at what price.
Starting this sales season, anyone in America can search for a Macys product on their phone and get it in their hands faster than they thought. Viral marketing at its finest .
Along with the images such as product details, price, size and color, there will be a map of how to get to the store and a link to the item on the store's website, which will allow you to buy it on the go.
The program works with Google's proximity software, a new capability of its SEO (Search Engine Optimization) strategy.
CHANGE THE CONSUMPTION, CHANGE THE SALE
This merchandising platform is a new effort to combine in-store and online sales during the biggest shopping season of the year, which occurs in the last months of the year.
Macy's also aims to Google merchandise that is on sale in its stores and that customers may not be aware of, even though they have purchased it in the past.
The store, mentored by digital marketing experts who insist on the concept of "omni channel" (the extension of the chain of purchase) and has been testing with ads of local inventory in markets like San Francisco, California, since Google began the deployment of your platform. Those experiments were very encouraging.
The campaign is aimed at women between the ages of 25 and 54, identified as the most important clients of Macy's, as explained by those responsible for its digital marketing strategy , who are betting a lot on new technologies and new communication tools to revolutionize sales techniques .
By focusing on smartphone users, with a social media strategy that will run in parallel, the brand hopes to capitalize on the number of people searching for products before, during and after shopping.
At GROU , a leading agency in the development of Inbound Marketing in Mexico, we are aware of all trends and new types of digital marketing. We generate ideas for businesses and make them grow through the search for new prospects.
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