Macy’s Discovers Killer Sales App
By George Anderson
Kent Anderson, president of Macys.com, told attendees at the Internet Retailer conference that his company had found the “killer app” for getting people to buy online.
“Keep it simple, straightforward and easy to buy,” he said.
Macys.com offers a variety of other bells and whistles, according to a report in the Chicago Sun-Times by Sandra Guy, including “size charts; ‘zoom’ photography that details
a specific apparel item; the ability to search ready-to-wear apparel by size, brand, gender or department; and ‘clickable swatches’ that let shoppers see outfits in a variety
of colors and mix-and-match choices.”
The retailer has used an opt-in email program to tailor messages of special interest to Macys.com’s most loyal shoppers (those with a Macy’s credit card that shop both online
and in the company’s stores), said Mr. Anderson. The result has been this group of shoppers has increased their annual spending on the site from $700 to $900 a year.
A report by Internet Retailer back it in April, sourcing Mr. Anderson, said Macys.com increased revenue during the 2004 holiday season by 50 percent over the previous
year using the company’s email marketing program combining “Web site analytics with personalization techniques.”
Moderator’s Comment: What is your assessment of the Macys.com shopping experience, the company’s integration of data from various internal sources (credit
card, online and in-store sales) and its email marketing program? –
George Anderson – Moderator
- Macy’s parade of Web offers may be model for Field’s – Chicago Sun-Times
- Macys.com increases e-mail holiday program revenue 50% – Internet Retailer