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Macy’s extends QR code campaign, educates with TV spot

Macy’s is continuing its “Backstage Pass” QR code campaign this autumn with additional content and a supporting television ad, in a bid to further enhance the consumer shopping experience via mobile technology.

Created in collaboration with JWT New York, the campaign offers shoppers access to videos that deliver trend advice from the store’s stable of star designers and industry experts, by scanning the custom-designed codes with their mobile phones.

The initiative builds on the success of its spring 2011 launch by introducing further inspirational content across the categories of fashion, home and cosmetics.

A 30-second television ad featuring Sean “Diddy” Combs, Tommy Hilfiger, Rachel Roy, Jessica Simpson and Martha Stewart, aims to educate consumers on the campaign, touching upon how QR codes work, as well as demonstrating some of the content featured and highlighting the chance to win Macy’s shopping sprees.

“This past spring we introduced QR code technology to our customers via Macy’s Backstage Pass and focused not only on delivering fun and informative video content via their mobile phones, but also on educating consumers on this new way of engaging with us,” said Martine Reardon, Macy’s executive vice president of marketing.

“This new layer of communication between Macy’s and shoppers delivers an enhanced in-store shopping experience and creates new opportunities for personal interaction. For the next phase of this campaign, we will usher in a new series of interactive videos and provide extra incentives for customers who scan the Backstage Pass.”

The store also offers an informative demo video called “How to use Macy’s Backstage Pass”, accessible to customers online at Macys.com, Facebook and YouTube, as well as to those on the go by texting “learn” to MACYS (62297).

Macy’s is also set to be among the first retailers to launch Google Wallet, the NFC-enabled mobile payment system, this September. It will do so in five markets including New York, Los Angeles, Chicago, San Francisco and Washington DC.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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