• by Sarah Mahoney  @mahoney_sarah, September 23, 2013

Macy’s is rolling out a new fall campaign, shifting the focus to its omnichannel offerings, including its mobile app features, “My Macy’s” localization efforts, and assorted fulfillment capabilities.

Macy’s is again relying on Harold, the fictitious store manager who has been starring in Macy’s ads since last year. As in the past, his main job is to corral the wackiness of Macy’s brand celebrities: This time, it’s Jessica Simpson. The spot explain localization (Simpson’s boots go to Minneapolis, for example, while her swimsuits ship to Florida.)

And since such retail-speak as “omnichannel” and “localization” might sound strange coming from Simpson, her lines are more basic: Corn muffin. Leprechaun. Orthodontia. (Apparently, the point is that when you are a fashion celebrity, anything you say is funny.)

In another spot, called “Rope,” Harold offers shopping options to a customer. “If we don’t have those in your size or the right color, we can find it and send them to you,”  he tells her.

When she asks how, an elf drops from the ceiling and snaps a photo of the jeans with a smartphone.

“We strive to provide a seamless experience for customers who shop with us in-store, online or via mobile devices,” says Martine Reardon, Macy’s CMO, in its release. “Using our brand television creative to spotlight three initiatives that enhance the shopping experience helps us to better deliver on our promise of fashion, value and entertainment in whatever ways customers choose to interact with us.” JWT is the agency. 

As part of the promotion of its newest app, shoppers who download it can play a daily Match & Win game, with a $500 gift card as the prize.

Separately, the retailer has unveiled its first foray into tourism, opening the new Herald Square Visitor Center, co-branded with NYC & Company. The Official NYC Information Center is part of the company’s  ongoing $400 million renovation of its Herald Square flagship, with ticketing services for city attractions that cater to both international and domestic tourists. In addition to concierge services, it also offers a discount savings pass in nine languages, including Chinese, Japanese, Korean, and Portuguese. 

Some six million tourists are said to visit Macy’s flagship each year.