Question

While many retailers are frustrated by the phenomenon of shoppers using smartphones to comparison shop in their stores, Macy's "Backstage Pass Program" actually encourages users to access product information and promotional videos using SMS and

Answer 1

Macy's 'Backstage Pass Program' is a business strategy that uses SMS and QR codes to enhance the in-store shopping experience by providing shoppers with easy access to product information and promotional content.

Step-by-step explanation:

The Macy's "Backstage Pass Program" is a marketing strategy that integrates the use of smartphones into the shopping experience. It acknowledges the prevalence of comparison shopping enabled by mobile technology and instead of fighting this trend, Macy's has embraced it. By encouraging shoppers to access product information and promotional videos through SMS and QR codes, Macy's offers a more interactive and informative in-store experience. This method can lead to greater customer engagement, personalization of the shopping experience, and potentially, the boosting of in-store sales despite the convenience of online shopping.

Answer 2

Macy's "Backstage Pass Program" encourages in-store shoppers to use their smartphones for accessing product information and offers, combating the effects of showrooming and creating a multichannel shopping experience to benefit customer engagement and sales.

Step-by-step explanation:

The Macy's "Backstage Pass Program" is a strategic initiative in retail that leverages mobile technology to enhance the shopping experience. By using SMS and QR codes, customers can access detailed product information and promotional videos directly on their smartphones while they are shopping in the store. This integrates digital retail strategies within a physical store environment, offering a multichannel shopping experience that can lead to increased sales and customer engagement.

Such practices help Macy's combat the challenges of showrooming – where shoppers preview products in-store only to purchase them online at a lower price from competitors. By providing valuable product insights and engaging content, the company encourages customers to make informed purchasing decisions and increases the likelihood of immediate in-store purchases. Macy's approach reflects an adaptation to the changing retail landscape where digital and physical shopping experiences converge, ultimately aiming to improve customer loyalty and competitive advantage.