For our second event of the semester, two presenters from Macy's came in to speak to us about e-commerce retail, specifically within Macys.com Young Collections Bedding. This was particularly exciting to me because it combines two of my favorite things in the whole world, which are: 1.) the Internet, and 2.) my bed. As you all may have guessed, selling goods on the Internet is very different from selling in a store. We learned that bedding is a very trendy product category within Macy's, and several key considerations must be made when running online promotions. Also, we saw lots of photos of beds, which looked comfy and stylish and totally on-trend (I think a NYFW for beds seems like a good idea for the future...ahhhhh).
As a Buyer within this division, Beth Rudnick showed us how marketing plays a key role in her job and is constantly evolving based on ongoing research. Optimization is key! Email marketing, for example, involves analyzing metrics from various forms of an email message to determine which design variations will help maximize conversions (a conversion involves someone clicking through to the Macy's site and making a purchase). Emails are also moving towards becoming more and more personalized, as advanced technology can track what we've shopped for and tailor the products shown in our emails accordingly. This seems super-innovative, yet also a little creepy (Beth even called it the "Big Brother Idea"). Thankfully, all the information they collect is kept private, so no worries there!
As a side note, a lot of the cool information in this presentation was covered in a course I took last semester called Social Media and Digital Marketing Analytics. I'd highly recommend it if you're interested in learning more about web and mobile marketing.
Also, Potbelly delivered our food late but redeemed itself by throwing in some cookies with our order! Thanks Potbelly =')