Who needs a human when there's Watson?

Macy's is partnering with IBM to use Watson to answer customer questions in the store.  So the next time you visit you can just ask your smart phone - where is the ladies restroom?  And if you are in Miami, you can ask in Spanish. 

Meanwhile Lowe's is experimenting with OSHbots that roam the store and North Face is using the technology to generate a list of shopping suggestions based on customer responses to a series of questions. (Mahoney, 2016)

So what do you think?  Are you ready for more in-store technology?  Will it enhance your experience?  Will you start shopping in department stores again?  Will anyone else?

Mahoney, S. (2016, July 20)  Macy's, Watson Offering AI In Stores.  mediapost.com.  Retrieved July 20, 2016, from

http://www.mediapost.com/publications/article/280690/macys-watson-offering-ai-in-stores.html?edition=94829

Will you buy more from Kohl's because they are participating in bike-helmet fittings?

Retailers are gearing up for the fall rush by embracing cause-related efforts. 

For its eighth annual National Suit Drive, Men's Warehouse is adding social media and support from NBA coaches as they hope to pass the one million mark.  (Current total: 850,000+)  Donators get 50% off their next purchase.

Buy a $5 fashion pass at Macy's and get 15% - 20% savings storewide.  Proceeds will go to one of four charities.  

And Kohl's has chosen to support children's health and will offer car-safety inspections and dental health giveaways in addition to the bike-helmet fittings. (Mahoney, 2015)

Given that a 2014 study from AOL indicated that 54% of Millennial women switched brands because it supported a cause they care about, this idea seems to make sense. (Coffee, 2015)

But is it true?  Have you made any purchases or switched brands due to cause marketing?  Do you know anyone else who has?  Or is the more motivating factor the discounts being offered as part of the programs?

Mahoney, S. (2015, July 21)  Retailers Embrace Cause-Related Efforts.  mediapost.com.  Retrieved July 24, 2015, from

http://www.mediapost.com/publications/article/254441/retailers-embrace-cause-related-efforts.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=84642

Coffee, P. (2014, April 16)  STUDY: Cause Marketing Creates Brand Loyalty Among Millennial Women.  adweek.com.  Retrieved July 24, 2015, from

http://www.adweek.com/prnewser/study-millennial-women-respond-well-to-cause-marketing/90869

Will a new app make you want to do your holiday shopping at Macy’s?

Macy’s has announced that they are positioning their new mobile app as a digital personal assistant for holiday shoppers.  It will help them view Black Friday specials, create customized shopping lists, and navigate the stores. Of course the lists can be edited and shared with friends.

QR codes are out – downloads were disappointing.  But a new technology will allow people to view product videos by just waving their smart phones in front of a billboard. 

The emphasis, as always, will be on deals, only now they will be delivered via mobile.  And stand by for more emails.  (Tode, 2013)

So what do you think?  Will this strategy work?  I have to admit I never had trouble finding my way around the store until they replaced the easy to read signs they had with a lousy 3D floor plan that may work with apps, but doesn’t do much for me.  It makes me wonder how many Macy’s customers are really using mobile apps.  How about you?

Tode, C. (2013, October 16)  Macy’s makes app linchpin in Black Friday shopping experience.  mobilecommercedaily.com.  Retrieved October 17, 2013, from 
http://www.mobilecommercedaily.com/macy%E2%80%99s-makes-app-linchpin-in-black-friday-shopping-experience

Is it time for Macy’s to fire Donald Trump?

I have never been a fan of using celebrities in advertising.  While they may be effective in getting your brand noticed, they often overwhelm it and ultimately distract from it.  That’s exactly what’s happening now with Macy’s and Donald Trump.

In case you haven’t been following the story, many people, including me, have been highly offended by the disrespectful comments Mr. Trump has made about President Obama and the American election process over the past several years.

In response, on October 24^th a petition was started on signon.org urging Macy’s to part ways with this ill-fitting spokesperson.  And as of this morning, 678,789 people have signed that petition. (Carusone, 2012)

Moreover, a recent survey by YouGov BrandIndex shows that since the beginning of November the store’s loyalty measure has dropped from 31 to 19, its lowest levels in more than a year, putting them behind all their competitors -- even J.C. Penney. (Mahoney, 2012)

(Strasser, 2012)

And last, but not least, there’s the boycott.  It will no doubt take a while for the company to assess the damage, but when they do, I imagine they will find that I am not the only Macy’s shopper who took my business elsewhere this holiday season.

Advertisers beware.  You can’t have it both ways, when you partner with a celebrity you have to take the good with the bad.  Why risk it?

 

Carusone, A. (2012, October 24)  Urge Macy’s To Dump Donald Trump.  signon.org.  Retrieved December 12, 2012, from http://signon.org/sign/urge-macys-to-dump-donald

Mahoney, S. (2012, November 29)  Is Trump Chasing Women Away From Macy’s?  mediapost.com.  Retrieved December 12, 2012, from

http://www.mediapost.com/publications/article/188167/is-trump-chasing-women-away-from-macys.html#axzz2Emipoa7s

Strasser, A.  (2012, November 29)  Donald Trump Partnership Ruins Macy’s Popularity.  thinkprogress.org.  Retrieved December 12, 2012, from http://thinkprogress.org/media/2012/11/29/1258001/macys-popularity-trump/?mobile=nc