• Mobile Commerce Daily, Monday, March 28, 2016 9:05 AM

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.

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