branding

Creating the Brand Experience

Content design, strategy and implementation for cross-functional teams

There are a lot of cooks in the kitchen and a lot of challenges in every direction to navigate. Technical, physical, practical, logistical and emotional hurdles can be burdensome. At Macy's it seems everyone has a spoon to stir the pot. Debating design and vetting technologies for the corporation can be a long process for a myriad of technologies and a neverending process. Marketing content and promotions are updated with rapid regularity for sales on thouands of products. Teams span the globe and work together daily to resolve and identify edge cases with code and triage issues in production.

Macy's, Inc. is more than macy's, it's also bloomingdale's, story, blue mercury and more. Macy's ascribesmacys.com as the online hub for e-commerce and virtual experiences for the business. It serves as the center of the customer journey providing shoppers with access to millions of products, product knowledge, reviews, video content, creative content, and social engagement all while being a brand embassador and a piece of Americana in its own rite. Store experiences, store technology, POS system design and programming are also a vital part of macys.com's tech teams.

Macy's first opened its doors in 1858. It continues to be one of the most recognizable brands in the U.S. and the world. In 1867, at just 26 years old, Margaret Getchell became the store’s superintendent, making her the first woman to hold an executive position in American business. It was considered a radical gesture, to give an executive position of importance to a woman in 1867, but it was really Getchell's visual merchandising and marketing strategies that made Macy's what it has become.
The Macy's Thanksgiving Day Parade is part of American tradition. The brand is known for providing consumers with a large variety of high-quality retail goods with a focus on beauty, home and fashi.

The Challenge

Create a successful e-commerce platform with a fresh look, feel and user experience. The web experience must explore new concepts and user experiences that will transform the consumer journey on the flagship online store.

Deliver unique, curated experiences to individual shoppers based on their personal style and likes
Create user engagement and loyalty through personalized interaction and the opportunity for added gamification elements that can be presented throughout a user's journey on the new macys.com
Allow customers to easily, and in a fun way, put together outfits that fit their style and to do so for specific occasions
Provide Macy's with consumer data focused on traits, fashion likes and dislikes, so that individualized experiences can be created for each customer
Drive customers back to Macys.com without the need to rely on sales promotions, but instead driving repeat business because the experience is useful, engaging and innovative!