Macy

This comes to us from DMNew’s Chantal Tode.  For their “Believe” campaign Macy’s deployed a microsite at www.macysbelieve.com that included a feature that allowed visitors to create a custom e-card that could be sent to Facebook, MySpace, and cell phones.  According to the article,  250,000 visitors have completed the “BeClaus” process since early December.

The article also included some data points about Macy’s ecommerce activities:

- They have spent over $300MM in the last 3 years on their direct to consumer initiatives.  (Macy’s did $25B in revenue last year with 3B ebitda)

- Consumers that shop both online and at the stores spend twice as much as a consumer that only shops one of the channels.

- Online sales, mail, and phone orders are to add up to $950MM in 2008

Quantcast puts Macys.com at around 6MM visits per month with a holiday spike up to 8MM.

The process to create your e-card took 6 steps and was pretty robust.  The first image I selected to upload into the Santa maker was rejected for size.  The camera I took that picture with is a 3.1 mega pixel.  Which is about 5 years old — so that may be the experience of a lot of folks.  After I found a smaller image to use I completed the 6 steps it got stuck at 82% complete — I didn’t try again.

The 250,000 number is impressive — if Quantcast is correct (and in my experience it is close) that comes to 3% of their traffic sending an e-card.  The article did not mention it, but I presume there was an ad buy that also drove traffic to the microsite.

Macy