The department store has been collaborating with Rokt, an e-commerce company specializing in AI and machine learning to personalize shopping experiences, since last summer. According to a recent press release, this partnership has led to increased customer engagement by allowing Macy’s online shoppers to receive offers from nonendemic advertisers during the transaction process.
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GLOMacy’s has expanded its post-purchase offers to enhance its in-house advertising platform, Macy’s Media Network. The department store has been collaborating with Rokt, an e-commerce company specializing in AI and machine learning to personalize shopping experiences, since last summer. According to a recent press release, this partnership has led to increased customer engagement by allowing Macy’s online shoppers to receive offers from nonendemic advertisers during the transaction process.
Due to the success in customer engagement, Macy’s plans to broaden its partnership with Rokt, incorporating the technology into new areas like credit card sign-ups and loyalty rewards programs. Michael Krans, vice president of Macy’s Media Network, emphasized that Rokt’s AI-powered technology enables the use of Macy’s first-party data to deliver targeted, premium offers to customers at the optimal moment.
Macy’s Media Network, launched in summer 2020 as an additional revenue stream, has steadily grown, generating $35 million by February 2021 and $105 million in its first full year. As Macy’s continues to expand its ad network, it joins other major retailers like Nordstrom, CVS, Best Buy, Target, and Walmart, who are also building out their own ad networks and exploring offsite advertising channels such as connected TV, social media, and open-web programmatic advertising.
Soure: Macy’s
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