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Macy’s Backstage Pass Gets an Extension


Remember Macy’s Backstage Pass Campaign, where in the retailing chain giant made use of QR codes to give their customers some valuable fashion tips and advice, access to exclusive videos and interviews with their favorite designers such as Michael Kors, Greg Norman, Rachel Roy and even Hollywood heavyweights such as Jessica Simpson and Jennifer Lopez? 

Macy’s has just announced that their Backstage Pass QR codes will still be in their stores this fall. In fact, the company is expanding its videos for the fall season and will now feature Sean Combs, Tommy Hilfiger, Rachel Roy and Martha Stewart among others. Macy’s does still want their customers to scan the QR codes for more seasonal trends and hope that they buy the latest fashion pieces from them.

Like before, QR codes will be deployed all around the store, focusing on their home, men’s, cosmetics and young contemporary departments. Taken together, they already have more than two dozen videos available through the QR codes.

This is a great testament to how QR codes are making it easy to bring top-notch content to people, and how they are instrumental to making more sales. In fact, Macy’s reported that they had “hundreds of thousands” of people interacting with them through their QR codes.

What’s more, Macy’s is confident that this trend will continue.

Regarding the campaign, a Macy’s spokesperson intimated that since they cannot bring the big name designers to their store, these videos will offer vital help to their customers.

Macy’s has also learned as well. Taking cues from problems they experienced from the spring campaign, they have adjusted their current one to make the QR codes more intuitive to use. For example, they learned that in a Jersey City store, the QR codes were difficult to locate, so they are looking at good locations for their codes. They are also educating sales staff and even store managers about the program and the QR code technology behind it. Plus, they are upgrading the videos so that it does not sound like a product sales pitch but actual fashion advice.

And they are retaining what worked. They are still offering tutorial videos for those who have no idea what a QR code is or how it works. QR code newbies can text learn and send it to 62297 to get an impromptu lesson on QR codes. The video is also available on their YouTube channel and Facebook page.

People can still download a QR code reader by sending “reader” to the same number, while those who have outdated mobile phones can still view the videos via MMS.

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