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When Facebook first introduced its new Page format, many users balked, complaining about having to reformat all their posts. But Macy’s was not one of those complainers. Instead, the company jumped on the chance to refresh its image among its Facebook followers.

The target of its social networking redesign was the group of 25- to 54-year-old women who constitute Macy’s main customer base. The new formatting not only helps Macy’s tell a better story, but it also provides an appealing test kitchen for new promotions and offers.

But Macy’s efforts to take the lead are not limited to Facebook. It recognizes that most of its customers use various social media, so it is trying to develop a presence on most of them as well. On Pinterest for example, Macy’s is testing communication tactics that might enable it to piggyback on women’s posts about things that inspire them. If one user notes her dream of a beach vacation, Macy’s might contact her with an offer for bathing suits—even in the dead of winter.

Already a pioneer in using QR codes, Macy’s is adding different kinds of mobile resources and platforms to its marketing mix. In a recent marketing research survey, the retailer discovered—to its surprise—that 40 percent of the responses came through mobile devices. If customers are responding to surveys through their smartphones, what might they do with mobile promotions? Macy’s aims to find out.

Discussion Questions

1. Why is Macy’s being so proactive in pursuing contacts through various social and mobile media channels?

Source: Sarah Mahoney, “Macy’s Gets Face(book) Lift, Expands ‘Ecosystem’,” Marketing Daily, February 29, 2012.