retail

Macy's Launches Novel Pinterest Campaign, Tops Profit Estimates

Macy’s, which just posted a surprisingly strong set of quarterly results, is rolling out a Pinterest-based campaign linking popular beaches, lakes, parks and boardwalks to its summer fashions.

Called OUT[FITS], the BBDO New York-created campaign relies on Pincodes stationed in places like Santa Monica Pier and Coney Island, inviting people to scan the Pincode on their phone. That directs to Pinterest boards with outfits specifically curated for that location. The retailer’s campaign also includes stories on Facebook, Instagram and Pinterest that aim to highlight the “quintessential summer moments we all live for.”

Separately, the Cincinnati-based retailer reported its sixth consecutive quarter of comparable store sales growth, boosting investors’ confidence in its turnaround plan. It also turned in double-digit gains in digital channels, and profits that surpassed Wall Street expectations.

Overall sales slipped a bit to $5.5 billion in the first quarter, down from $5.54 billion in the comparable period a year ago, while comparable-store sales rose 0.6%. And net income came in at $136 million, above expectations, down from $139 million.

“We are pleased with the progress we are making on our strategic initiatives as they continue to drive top-line growth, keeping us on track to reach our 2019 goals,” says chairman and CEO Jeff Gennette in the announcement. The company also reaffirmed its forecast for the year ahead, projecting overall sales gains of flat to 1%.

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