Macy's
As part of a larger investment in digital and e-commerce efforts, an important priority for the company as it was identifying ways to prevent sliding sales and waning foot traffic in malls, Macy’s engaged with Creatable to launch the Macy’s Style Crew. With this launch, Macy’s created its own authentic internal network or ambassadors by recruiting its store employees to become Macy’s online stylists!
As shopping habits continued to shift from brick and mortar retail to online, Macy’s needed a way to continue to engage with customers in a meaningful way around their large and constantly changing catalog. Macy’s also wanted to bring their 90K store associates into the online realm and bridge the growing gap between brick & mortar and online experiences, offering the same level of guidance online that was otherwise only afforded by a salesperson in the physical store.
Macy’s sought a way to increase the company’s image as a more fashion and trend-driven retailer, while at the same time maximizing the effectiveness and expertise of their sales team as consumer engagement continued to shift more towards digital.
With the Team product by Creatable, Macy’s was able to quickly scale a successful social selling program utilizing the in-house expertise of their highly knowledgeable and engaging sales team. Using Creatable enabled Macy’s to launch online storefronts for each of their associates and track all sales generated by these storefronts, earning a portion of the profit, similar to the way associates receive a commission on sales at brick-and-mortar Macy’s stores.
After first starting with a trial period of 20 associates, the program was a real success, and has since expanded to include thousands of Macy’s employees. These associates share short video and photo clips designed to showcase the employees’ personal interests, while featuring related products carried by Macy’s in order to drive conversions. Macy’s gains a significant increase in both engagement and conversion rates from the program, and is working to expand the initiative across more associates and external creators, engaging consumers at higher levels for longer periods with improved results on both social and site.