Think Customers: The 1to1 Blog

This promotion is on Macy's website. It's a great way to get online customers (named Virginia) into the store. There's also newspaper advertising. So, it's multichannel--with what I think is one missing component. Macy's sends rafts of blast emails. How about sending a targeted one about this promotion to its opt-in Virginia customers?

My legal name is Virginia. I have a Macy's account. I'm opted in to receive email from Macy's. I'm sure I'm not the only one. The way I heard about this promotion was through a girlfriend who emailed me a screen grab of it with a mocking "Just enchanting, isn't it?" as the subject line. I would have been stunned--and thrilled--to receive a personalized email from Macy's about this promotion.

Of course, maybe it wasn't a missed opportunity at all. Perhaps the promotion is targeted to Virginias who are not regular Macy's customers (newspapers ad) or who are primarily online shoppers (website pop-up), and the retailer is trying to bring those new Virginias into the in-store fold. Or maybe Macy's is trying to keep the throngs of Virginias from rushing the store in pandemonium for their $10 gift card.

Hopefully, the Virginias who are regular in-store customers also have a friend who'll forward the information like mine did.

As for me, I'm off to Macy's to collect my $10 gift card.