Retail giant Macy’s Inc. is partnering with shopkick Inc. to enhance its overall mobile strategy, with the goal of inspiring consumer loyalty and driving foot traffic in-store.

Macy’s has been working with shopkick for about a year, integrating with the application to let shoppers earn rewards by visiting its bricks-and-mortar locations. The retailer is rolling out the shopkick program in approximately 150 stores in four markets—New York City, San Francisco, Los Angeles and Chicago.

“The company presented a great opportunity to pilot a location-based effort that would allow us to communicate with our customer via the one thing she always has on her—her mobile phone,” said Holly Thomas, vice president of national media relations and cause marketing at Macy’s, New York.

“Once a customer downloads the shopkick app to her iPhone, we are able to give her special offers, information and rewards just for walking in a Macy’s store,” she said. “We think this is a dynamic and exciting addition to our mobile and digital efforts.”

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