Macy’s Goes Mobile to Solve the Summertime Blues

Physical retail is struggling. Macy’s wants to avoid that burn this summer. So, as we lather on that SPF 50, Macy’s is making mobile their sunblock this season.

Macy’s summer marketing strategy calls on consumers to use their phones at hot spots around the country—such as Central Park and the Santa Monica Pier. The locations will act as pop-up stations that have Pinterest Pincodes, which people can scan with their phones and be guided to outfits designed for that location. This will link to shoppable pages, allowing users to purchase the items. The promotion is running on Facebook and Instagram as well.

Macy’s is also using another social platform this summer: YouTube. Via its channel, the retail giant premiered fashion tutorials from Macy’s Style Crew for women. The videos include tips on how to dress for a summer get-together.

The campaign is not only to help Macy’s, which saw its first quarter revenue drop to $5.5 billion, but also Pinterest. The company became public this year and saw its share drop after revealing a bigger loss than expected. Will this partnership cure those summertime blues?