Macy’s personalizes, expands online offers with AI
Macy’s Inc. is using artificial intelligence to provide online shoppers with relevant post-purchase promotions from partner brands.
The department store retailer has expanded an existing partnership with AI-based e-commerce solutions provider Rokt to deliver online shoppers targeted offers from non-endemic advertisers (complementary products from brands that do not typically sell via Macy’s) that participate in its retail media network.
Macy’s, which first launched its Macy’s Media Network in 2020, initially rolled out this post-purchase online ad program with Rokt in summer 2023. According to the retailer, the initiative has helped drive relevancy and engagement for digital shoppers; while Rokt data indicates endemic ads (from brands that ordinarily sell via Macy’s) are most effective before a customer selects a product on an ecommerce site, non-endemic ads are most effective during the transaction stage when customers are most likely to respond to new, relevant offers.
[READ MORE: Macy’s opens customers to off-site ad targeting]
The retailer is working to further optimize new advertising use cases throughout the online customer shopping journey, including support for strategic initiatives such as enrollment in its branded credit card and membership in its Star Rewards loyalty program.
"Macy’s Media Network has seen increased customer engagement since launching our partnership with Rokt," said Michael Krans, VP, Macy’s Media Network. "Rokt’s unique AI-powered technology enables us to use our first-party data to provide our customers with high quality, premium offers from non-endemic advertisers post-purchase, communicating the right message at the right time, ultimately leading to increased customer engagement."
"Macy’s is an iconic American retailer, and we are extremely proud to partner with the incredible Macy’s Media Network team to drive increased value for its customers," said Elizabeth Buchanan, chief commercial officer at Rokt. "This partnership is empowering Macy’s to connect more closely with its online customers by delivering highly relevant messages from our non-endemic advertising partners at the end of the purchase when they are still in a transaction mindset, making the shopping experience more memorable, personal, and impactful."
Headquartered in New York City, Macy’s Inc. operates banners including Macy’s, Bloomingdale’s, and Bluemercury.
