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Jennifer Kasper Discusses Macy’s Online Focus

The retailer is looking to bring in the Millennial consumer — men and women in their teens and 20s who shop for themselves “in droves.”

Macy’s Inc. is looking to bring in the Millennial consumer — men and women in their teens and 20s who shop for themselves “in droves,” according to Jennifer Kasper, group vice president, digital media and multicultural marketing.

This story first appeared in the October 9, 2013 issue of WWD.  Subscribe Today.

To appeal to this always changing demographic, Kasper said Macy’s thinks of shopping as a twofold experience, one that starts with online discovery and moves toward transaction, whether its via e-commerce or in-store.

Part of the idea is to provide shoppers with a frictionless transaction, regardless of where or how they’re shopping. “We’re investing $400 million in our Herald Square store,” Kasper said.

Macy’s has also installed test screens in 65 doors that serve as point of purchase displays that allow consumers to check out.

Kasper said “mobility” was the common thread in the company’s advertising — including outdoor, social, mobile, direct mail and broadcast.

“We use the word mobility instead [of mobile] — the idea of a consumer moving through space and how Macy’s can fit into her journey,” Kasper said, likening mobile phones to Swiss Army knives.

Macy’s has ramped up digital spending to attract this audience. It’s estimated that the retailer has dedicated at least 12 percent of its $1.18 billion advertising budget to the digital space.

Last month, a TV spot aired during prime time that showcased mobile and encouraged shoppers to use the Macy’s app.

Macy’s has also found digital success with videos featuring Bobbi Brown that elicited high rates of engagement and #HelpMeClinton, a Q&A series with Clinton Kelly of “What Not to Wear” that lived on multiple social channels.