Macy’s Live launched in Fall 2021 with the objective to enhance the retail landscape and fuel the creation of a digitally immersive shopping experience.
By building and curating a destination to showcase the unexpected, the team set out to further elevate the seamless blend of entertainment and the convenience of online shopping. Customers can discover, learn and purchase in real time.
Macy's Live is an innovative platform designed to transcend traditional marketing channels. We amplify company-wide initiatives, providing them with a robust and captivating platform that breaks free from conventional boundaries and unlocks new ways of shopping online.
To accomplish this, we introduced a multifaceted digital-first strategy rooted in video content where editorial livestream shopping segments are brought to life at your fingertips. The experience is underscored by ensuring the essential element that human connection is acknowledged at every point in the Live shopping journey.
This past year, we executed over 200 original scripted and produced episodes. Each episode drives a cohesive tone of voice across various channels (Beauty, Fashion, Home, Gifts, Deals) and through partnerships with unique talent. Our hosts each bring a fresh, authentic point of view making our diverse audiences feel seen, comfortable, and connected when shopping on Macys.com or within the Macy’s App. We select episodes to dual-stream across TikTok, Instagram, and Facebook, inviting new community members into our immersive world.
Through a tremendous cross-collaboration, we carefully craft a selection of 8-10 products that contextualizes merchandise and educates the consumers. Viewers can engage throughout each episode through a live chat, interact with our host and share feedback with the Macy’s Live community.
In addition, we moved our production to our in-store location at Macy’s Herald Square flagship in the heart of Manhattan. This new set overlooking the fragrance counters brings added texture and energy, bridging the gap between commerce and consumer.
Macy’s Live has developed deeper connections with a more diverse audience, connecting products with real-life human needs. By introducing our audience to emerging brands and collaborating with the best in the business, we significantly expanded the footprint of Macy’s Live.
Through exclusive access to beloved American traditions (like the Macy’s Thanksgiving Day Parade and the 4th of July Fireworks), we have inspired and entertained.
We exceeded our goals with strong conversion, significant engagement across channels and showcased style across every facet of your life.
We’ve opened up, sparked curiosity and become family.
