Since it is arguably the most famous department store in the world, when I saw that Macy’s was launching a way for shoppers to interact with it over mobile I was delighted at first. At first. The more I read, the more I came to believe that Macy’s dropped the ball at the last moment.
What’s the story?
This is so very nearly a good idea. It’s called Backstage Pass, and it’s Macy’s way of giving on-the-spot advice to shoppers about the latest fashions, designs and tips for the spring season. What follows is almost all very well thought out:
What I regard as being a very smart move for this service is that Macy’s has chosen two of the most immediate ways of interacting with it’s customers that you can find: QR codes and SMS. It’s really simple – if you’ve got a QR code reader on your phone, you scan one of many custom codes that Macy’s is leaving liberally around the store:
That directs you to a short video (around 30 seconds), featuring a fashion star, designer or name (Tommy Hilfigger, Sean Combs, Martha Stewart, etc.). The video will give you a specific piece of advice related to product the code is connected to – make-up, clothes, accessories or whatever.
And if you don’t have a camera phone, each code comes equipped with an SMS shortcode that will send the exact same video to your phone.
Perhaps the biggest pro to this launch is the sheer amount of time and energy that Macy’s is dedicating to education. If you don’t know how to use QR codes, then the store has provided a tonne of ways for you to learn. There’s a good demonstration video called “How to Use Macy’s Backstage Pass” at its own site, its Facebook page, its YouTube Channel, or by texting “learn” to MACYS (62297). If that wasn’t enough, every Macy’s sales associate will wear Backstage Pass lanyards with instructions on how to use the codes in-store.
What we think?
Ok… so far we’ve got an engaging and interactive marketing project, with very clear and easily accessible information and lots of education. Even the QR codes are striking, noticeable and strongly branded. Seems like a winner. But I strongly feel that Macy’s has screwed up by delivering video content. The actually delivery process is pretty brilliant – the store has made it has simple as possible to learn about Backstage Pass, even easier to learn how to use it, and has employed some of the most ubiquitous mobile technology available to reach their customers. But it’s a 30 second video. Maybe I’m being overly pessimistic, but I genuinely believe that your average customer will NOT want to go through the following more than (maybe) once:
1) Stop and get your phone out
2) Load your scanning app / compose a text message
3) Scan the code / send the text message
4) Wait to be directed to the video, or wait for SMS link to arrive
5) Stand waiting for video to stream to phone
6) Plug in ear-phones so you can hear video in the middle of a noisy department store
It depends on too many things – the customers phone, the speed of the local wireless connection, the patience of each individual consumer. I really think that everything up to the actual video part of this service is really well thought out. While there’s nothing wrong with what it has done, in particular, I can’t shake the feeling they would have been better off making the actual content text based – a micro-site, at least.
Pingback: Tweets that mention Macy's Backstage Pass mobile marketing falls at final hurdle -- Topsy.com
Interesting. Possibly a WAP Push to a mobile web page that had detailed info on it plus the video below with a click to play would have helped…
Thank you for this write up. I love the way Macy’s branded the QR code with the star. Having the short code Macys is also clever.
I agree that the whole process is a bit cumbersome for a 30 second video.
I think a simple Text message to MACYS with a return link to a WAP or mobile page with the information would be more interesting and also to provide a coupon for those that opt in.
Seems that the end result would be to delight the customer. Hopefully the customer will get updated SMS messages on a frequency that they want. Like weekly. Sending messages that bring the customers back into the store with a coupon sound like a good one to me.
@ClayFranklin
At Signatures Embroidery and Printing (http://bit.ly/htaXPD) we’re excited about the future of QR (2D) Barcodes. We embroider and print them on shirts, caps/hats, towels, beanies, bags, etc. We’ve found our customers like the idea of making their logo’d items interactive.
Your analysis of this situation is excellent. Also of importance is that the user has to do all of the burdensome steps to get to the content, while standing in a department store with reasons to be there other than watch a video on their phone. There was so much more usable content Macys could have provided in context with the phone as a tool, not a gimmick. A mobile video inside the store is not compelling content which adds to the user’s experience, either innovation-wise or as a Macys customer.
QR campaigns need to take CONTEXT into account – what is the mobile user doing and how do we enhance that experience – rather than focusing on being first with the latest technology. Why are there QR posters in the subway where nobody has connectivity? Why are you sending me to your flash site on my phone, for pete’s sake?!?
The QR concept is only as valuable as the content and the experience it takes us to – here are some examples of the work I’m doing in this space:
Restaurant
Music
I look forward to the day when this is more understood in the US; QR is a powerful technology in many ways when used properly – it is true green technology, it eliminates burdensome tasks on the user’s part to get to content, and when used properly in a fully-integrated mobile web user experience it can be a hip and constructive approach to new media marketing and promotion.
Cian and Jonathan you are so right about the mobile context. This seems to be the one part that so many marketers just don’t get yet. They are getting better at execution – as shown here by Macy’s – but they continue to treat mobile as a mini version of a desktop computer. I wouldn’t call this a complete failure (as in http://www.MobileMarketingFail.com) but it comes pretty close!
Pretty much agree with all above..
Seems like the QR code is a waste of time.
They should skip the QR step and just stick to SMS (like others posts above) responding immediately with WAP images and/or videos.
While they obviously paid to have their text to as MACYS, tell me what smartphone SMS app has the numbers/letters on the same keypad as opposed to the phone pad – OK maybe Blackberry, but certainly not iPhone. Would be better off with a more memorable text to: such as 90210?
May this be a lesson learned for retailers scrambling to compete with these new technologies – think before you implement for better results.
Here at MePlease, we couldn’t agree more with your points Cian.
If brands want to engage with their customers in-store, especially in a fast paced retail environment, it needs to be a simple and straight forward process that is painless and immediately rewarding for the customer.
I also wanted to point out: Macy’s most likely missed out on a large chunk of their customer market by using QR codes and video streaming links, which are majorly only viable to view and use on smartphones. So many brands forget that smartphones at the moment only make up around 1/3 of the audience today (although yes, it is growing quickly). A simple mobile web route driving customers to click through on any device would have been a great way to engage a large audience in-store.
We also wonder what they plan to do next? Is this part of a longer term strategy? Will they be following up with opted-in customers to drive them to shop more? Either way, let’s hope they’ve learned a valuable lesson in the process..
Pingback: Mobile barcode use is growing exponentially: 3GVision | www.maynardproject.com
Pingback: Mobile Wrap Up for February 24, 2011 | The Mobilists
Pingback: QR codes can have their cake and eat it | Market To Phones
Pingback: Do You Know What A Smart Tag Is or Even How To Decode it?
How do I get the App?
Why would anyone want to use their monthly internet allotment to view this?
But then most shoppers have no idea they will use it….nothing like taking advantage of your customer.