How Macy’s Digitalized Its Flagship Store To Lure Millennial Shoppers

What Happened
Last week, Macy’s unveiled “One Below,” a space designed to court the digitally connected millennial shopper. Located in the basement level of its flagship store in New York’s Herald Square, the space boasts an array of brands that appeal to the generation and has technology as its focal point. It features an interactive touchscreen named “Instagram Wall,” showcasing photos tagged with #Macyslove, and a “Selfie Wall,” which allows shoppers to take a selfie with Macy’s branded images of NYC as backgrounds, in addition to a wearable-tech section, a 3-D printing area, and DIY stations with brands such as Fossil and Levi’s.

What Brands Need To Do
With the rise of ecommerce, brick-and-mortar retailers are facing increasing challenges from the digital stores. And with sales growth slowing down and its average customer age pushing 50, it seems like a logical move for Macy’s to aggressively go after the millennial shoppers with social sharing tools like Instagram Wall and DIY personalization experiences. For brands that own brick-and-mortar retail stores, now is time to embrace the in-store digital installations so as to provide young customers with a fresh, exciting shopping experience that they would love to return to.


Source: Digiday


Radio Killed The Podcast Star

Read original story on: AdWeek

At its first ever “Soundfront”, iHeartMedia pitched a dozen original podcast programs to radio ad buyers, citing the recent breakout hit podcast “Serial” as evidence of the format’s rising prominence. The 12 podcasts will run on iHeartRadio’s app, iHeartMedia websites and possibly some of the media giant’s radio stations, and some will be hosted by celebrities, such as Jared Leto and Jaime Pressly.

The radio behemoth is also teaming up with Snapchat to push a social marketing campaign on the latter’s platform as an effort to reach the younger audiences, who typically choose music streaming over radio, but also make up the mainstay of podcast audiences.

Millenials Spend More Time Watching TV Content On Other Devices

A study from Deloitte has found that teens and younger twentysomethings spend more time watching TV shows and movies on other devices than their TV. Not surprisingly, desktop was leading the charge as the greatest TV competitor while approximately 8% of all viewing occurred on a gaming device. These stats point to why Chromecast and Roku streaming sticks are gaining traction as they couple the interactivity of mobile with the larger display of TV.