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As mobile devices become more entwined in our daily lives, the department store chain is also expanding its mobile presence.
Macy’s has put its media muscle behind the app through national promotions including a contest that encouraged shoppers to download the app, and by putting it front and center during major shopping periods like the holiday season.
2.What metrics would you use to measure Macy’s success with their social media marketing strategy?
The New York-based department store chain is using technology to connect with consumers on a local and national level.

The Macy’s app, which launched six years ago, has evolved into a personal shopping assistant.
Macy’s also has an app for its Thanksgiving Day Parade, which helps spectators find their way around the parade route and get behind-the-scenes news and information on the event. It will be interesting to see how other established retailers integrate social media as part of their overall marketing strategy.
The effort to think locally while maintaining a national brand, a challenge for many organizations across the world, pushed marketers at Macy’s to use technology to more effectively reach consumers.

The program encourages fans to share photos of what America means to them for a chance to be included in the national broadcast of the Macy’s Fourth of July Fireworks.

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