Macy’s - Writing, Strategy, Customer Experience Design
Macy’s is an American department store chain.
Assignment Copywriting and strategy done for a voice activated customer engagement system. Concepts included various touch points from Alexa/Echo, mobile and in-store all of which created a delightful and fun customer journey.
The fashionable spender was the target, she enjoyed a catchy and customized experience with a tone for specific customers segments.
APP RELATED COPY AND TONE FOR VOICE AND TEXT
The only fashion app you’ll ever need/want/open/use/remember about/brag about to your friends
the only virtual fashion assistant you’ll ever…..
talk to, share your inner most secrets with, brag to, vent to, laugh with
The fashion app you’ll love.
You’ll never put down.
You’ll never close.
Close it? Why?
Log out? Why?
Never!
Fashion advisor
Virtual fashion concierge
I need that purse!
I need those pumps!
I need that dress!
want. have, use, need, share, love, abandon friends for, skip work for, miss yoga for, ditch your husband/boyfriend for, give up girls night for
Yup you’ll love it that much!
Trust us! Try it out!
What are you waiting for?
You can thank us later.
No need to thank us.
We’ve got you covered.
We’ve got your back.
We know how busy you are.
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FIND:
Ask friends
shop in store, retail
online, apps
magazines
what others wear on the street
at work in the gym, at clubs, malls, vacation and restaurants
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PURCHASE:
in store
online / apps
gifts
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TRACK:
social media, favorites, instagram, facebook, pintrest
magazines, torn out pages
shopping carts, bought vs abandoned
what friends wear
———————————————————————
QUIZ IDEAS:
in app, in store (kiosk or check out) or online (daily ?s) She can choose frequency, amount of ? to answer, time of day to get a reminder/friendly alert via voice, email, text etc
can be parceled out to fit in free time to be fun, on the job, during chores,
get to know her better be her friend
QUESTIONS:
minimalist vs flamboyant
color preference / palettes she likes
favorite top 3 magazines
favorite fragrance
patterns vs solids
accessory type bold / minimal
favorite actress / musician
fabric types / fiber content
brands
shopping habits $ vs $$$
frequency of shopping
travel need / packable
favorite nonprofits (xxx% goes to fund of choice)
Others users see share collections favorites follow other trend setters/favorites/instagram integration browse similar shoppers collections based on quiz answers - if you like this you might like that. Your style is a match with shopper/diva Gretchen
Can prompt her to involve friends and get friends to answer ? about her to see how well they know her. How well do you know Betsey take our BFF quiz now.
store ambassadors/sales team has different app/interface and ability to track shoppers use of fashion app and respond with timely fun and real voice messages sent directly to customers / customers can have a favorite ambassador that gets what they like/want/need
Ambassador does not need to be local but needs to know abut the local store stock, sales, specials, promos etc. voice interaction can tell tone in her voice, happy, energetic, tired, sick etc respond appropriately have a tone/personality that maps back to each user maybe a set of 3 or 5 or so personality types voice tone that can be mapped to customer and sales associate match
Would like them to have a personalized experience what ever that means to each woman.
We know you work from home on Friday! Come in for some special treats on us Friday the xxxxx.
Prefer voice to text or vice versa.
(need more thought on these buckets i would like to understand the user/customer/diva/fashionista more)
1. sassy/sexy/flirty/bold/edgy/hip/diva, risk taker
2. minimalist /subdued//less frills/classy, contemporary, modern
3. maybe more of a fashionable mom type? Fashion on the go. Fabrics that are easy to care for, items that mix and match easy but have style
CATCH PHRASES KEY WORDS GATHERED FROM FASHION MAGAZINES
AND ADDED ON TO / IMPROVISED
Intense!
Flawless!
Irresistible!
Luxurious!
Opulent!
Visionary!
Fearless!
You!
Embrace your power
Objects of desire
Meet your new favorite
super power
accessories
necessities
It’s all in the details
minimalism
Inspire your inner badass
heroine
winner takes all
Unpredictable!
Unavoidable!
Unbreakable!
Unstoppable!
Undaunted!
Unabashed!
You!
the style movement
the fashion stop
the fashion memo
the art of style
the beauty spot
the beauty stop
the look of the moment
Pow!
Boom!
Wow!
Look!
Fashion is always fun!
Own it!
Rock it!
Go sister!
Glam!
Show em what you got!
Amour!
Say bonjour!
Love, Macy’s <3
Daily / time specific
We’re here to help you…
start your day
fresh start
Good morning gorgeous!
Morning rush!
Lunch with the girls
Time to gossip!
Night out on the town
Girls night!
Seasonal collectors edition
Spring fling
Holiday shopping? Done!
The unexpected
lipstick
pair of shoes
outfit
hair
Create Connect Share Inspire
The hear
The now
The ready
See it!
Own it!
Buy it!
Share it!
Scan it!
Shop it!
Inspire shoe (fashion) envy.
Go boldly.
The spirit of the unknown
Out of this world
Escape
Decked out to the 9’s
Fun
Turn up the heat
What’s hot
Muy caliente
Trends
Get in to it
Hustle
Game changer
Unforgettably hot
Be seen
Do some damage
Yes you can.
Can’t resist
Can’t resist can you?
Sensuous or strong?
Serious or chill?
Sexy or laid-back?
Both please!
Light up the room
Light the room on fire
It’s your turn in the spotlight
Experience every moment
Fresh start
Best in show
Show us what you got
It’s show time
It’s show time folks
