Industry Eye: Prospecting - Macy’s Caters to Tourists With New Website
Macy's, the iconic retail brand, has launched visitmacysusa.com, a website designed to target domestic and international travelers — and ultimately bring them into Macy's stores as their shopping destinations.
The website expands the company's well-known outreach to domestic and international travelers, such as its Welcome Savings Pass, which offers domestic travelers up to 10 percent savings in all Macy's stores nationwide, or its Welcome International Savings Card, which offers 10 percent savings to international tourists. Macy's also has visitor centers in several stores — including New York at Herald Square, Philadelphia Center City, Chicago at State Street, San Diego at Horton Plaza and San Francisco's Union Square –— that offer amenities such as concierge services, language assistance and shopping assistance.
Visitmacysusa.com has content about store tours, packages, events, fashion brands and assorted special offers. The site's content is available in eight languages — English, Spanish, German, Italian, Chinese, Portuguese, Japanese and French. Macy's also offers its savings pass as a downloadable voucher on the site that can be redeemed at any Macy's store nationwide.
"Macy's has a very appealing store visitor and tourism program, and this new and focused website will deliver this information direct to travelers where we know they do most of their early research — online," said Kristen Esposito, vice president of Macy's Visitor Services and Tourism, in a company press release.
Macy's is cross-promoting the site through a partnership with Kiwi Collection, a directory of luxury hotels of the world, that offers visitors a hotel search and booking engine on visitmacysusa.com. It's also promoting the site via search engine marketing and advertising in travel publications geared to both consumers and travel agents.