Daily Insights

When Summer Met Social Media

By: Alizah Asif Farooqi | May 20, 2019

Macy’s is making the most of summer and social media. The department store just posted a stronger-than-expected set of quarterly results, just ahead of a new campaign about outdoor summer styles promoted throughout Pinterest, Facebook, and Instagram. Here’s what the move means for the store and social media both.

Promoting products on social media is a popular tactic for retailers, but Macy’s is putting a twist on the technique in its latest initiative. Called OUT(FITS), the campaign invites people to use their phones to scan Pincodes stationed in popular spots like Santa Monica Pier and Coney Island. Upon scanning the codes, they’re directed to Pinterest boards with shoppable outfits curated for that specific location, also including stories published on Facebook and Instagram. As physical retail continues to waver, this makes sense, since people tend to travel a ton during the summer season and millennials in particular are interested in experiences and mobile-based shopping.

91% of retailers studied in Gartner L2’s Digital IQ Index: Department Stores have Pinterest boards, but unlike Facebook and Instagram, traditional engagements such as comments are not the goal. More and more, social platforms are shifting towards shopping to capture users scrolling on their mobiles. As such, retailers are focusing on ensuring that their product page content can be easily seen and curated through desktop search and visual search on the mobile app. In fact, Instagram just introduced shoppable influencers to the grid. While Macy’s promotion is rooted in Pinterest, it links to both Facebook and Instagram for added eyeballs—1.6 million, to be exact.

The shift toward shopping can be a great thing for department stores like Macy’s. Brands looking to save themselves from a summertime slump should look to the genius brand of the last two years as an example of how to make the most of all platforms and concentrate on conversions via shopping features.