http://www.clickz.com/clickz/news/2307121/macy-s-gives-busy-mobile-consumers-scan-and-shop-technology

With regard to the previous lecture covering the topic “Mobile trends and marketing implications”, I have found a good example from the real business world which I consider highly worth for illustration.

The example extracted is the MACY’s which positions itself as the “America’s department store”. Over the years, Macy has mainly targeted the household families, possibly the more mature generation. This can been observed from its TV ads highlighting family themes and the mature styles of clothing offered in stores.

So, the introduction of this mobile application, by allowing its customers to scan and shop with mobile devices, is possibly a great sign to tell it seeks to attract the younger customer segment who are with dynamic purchasing power. The mobile application can also undoubtedly help to position its brand as a younger brand too.

According to the news, now customers can simple download the application for free from either iTunes or Google Play. Both apple users and android users can definitely benefit from that. With the integrated visual recognition technology into its Star Gifts app, mobile shoppers can then scan specially marked items for additional information, as well as to purchase them. Overall speaking, this s not only a good news to customers because of the great convenience created, but also a good news to Macy’s to increase its sales by attracting the younger customer segment too.