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Macy's Taps Beacons To Drive In-Store Traffic

A Macy’s executive at the Mobile Marketing Association’s Mobile Location Leadership Forum shared how the department store created a valuable consumer connection and drove application downloads during Black Friday weekend through a beacon-driven gaming campaign. During the “Unlocking New Location Marketing Opportunities” keynote session, the executive detailed Macy’s Black Friday in-store campaign in which customers were prompted to install its app and play a digital scratch off to win a wide range of significant products. After a massive beacon rollout in its department stores, the retailer focused on targeting customers during various micromoments throughout the customer journey and learned the key is to keep it simple.

Read the whole story at Mobile Commerce Daily »

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