Based on an article by Allison Norton published on Olapic.com we want to tell you about this great campaign by Macy’s in New York.
Macy’s Herald Square is not just a Department Store it is a national landmark. When anyone visits New York City for the first time, this store is a must-see destination on their list. Earlier this year, the brand’s CEO, Terry Lundgren, expressed that the brand was going to expand its in-store events and drive personalised experiences in order to encourage the purchasing process. Hence, the launch of one of its latest experiences: Macy’s Beauty Suite.
Customers are invited to discover its new in-store experience, which is designed to transform its theme, each month. In the first month, the suite was focused on flattering and easy-to-duplicate lip looks. A wide variety of beauty brands were showcased, enabling customers to choose the products liked and wanted in order to complete one of the four suggested looks: the Red Lip, the Nude Lip, the Ombre Lip, and the New Romantic which they could share using the hashtag #MacysLove to receive a complimentary deluxe sample related to the experience. Macy’s just changed its theme this month to feature ‘Eyes’ (available 2/27-3/26) and next month it will feature ‘Skin Care’ looks (from 3/27-4/15).
Macy’s did a phenomenal job of creating an engaging experience, complimented by its customer incentives to drive organic beauty content for the brand to extend across channels.
The goal of Macy’s Beauty Suite is to make shopping beauty at Macy’s fun and less intimidating. The core customer knows what brands she wants and knows where to go. For a less experienced shopper who is new to makeup, Macy’s offers an exciting place for them to discover the fun of beauty! They did this by creating an interactive and entertaining shop where customers can enjoy a face-to-face beauty session with a makeup professional, learn personalised beauty tips & tricks, and test drive the trending look of their choice — all while snacking on tasty treats from Sugarfina. They wanted to mimic the feeling of being a kid in a candy store and what better way to do that than with some candy!
Macy’s has created a fun interactive Instagram wall with magnetic Plexiglass candy and makeup. When customers post an image of the shop using the hashtag #macyslove, they receive a token to the giant lipstick Gumball machine for a free makeup or Sugarfina sample.
It’s really about putting the customer first when we’re building any experience. While conceptualising the shop, the team knew they had to have a place for their customers to take photos, pose with her friends, and be comfortable sharing that content without it being too branded. They wanted to make everything around the customer something they want to capture and take with them.
To read the original article please click here.
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