In Brief

This change in marketing gives the retailer more control over who delivers their message and carries over the brand's best in-store sales efforts to digital

Macy’s is easing up its reliance on professional influencers and bloggers in favor of another group that knows the company well: store employees. This marketing tactic presents employees both in and outside of the store as brand ambassadors on the retailer’s social media. Similar to working on commission, employees receive incentives for promoting items on their profiles.

The company began this transition through the Macy’s Style Crew program, which allowed employees to sign up to participate as social media influencers. Twenty ambassadors began the program, and now over 300 have joined. Employees use their own social media accounts, but they incorporate products and services from Macy’s into short videos. This lowers the costs of using well-known, but not necessarily dedicated social media influencers.

Macy’s embracing its workforce for social media is reflective of a bigger change. The company is adjusting to the dwindling consumer interest in traditional retail spaces and the costly price of items going on clearance. The company is also changing its website and mobile services, which have been improved to enhance the digital shopping experience, and it launched a new loyalty program.

Macy’s

Macy’s is easing up its reliance on professional influencers and bloggers in favor of another group that knows the company well: store employees. This marketing tactic presents employees both in and outside of the store as brand ambassadors on the retailer’s social media. Similar to working on commission, employees receive incentives for promoting items on their profiles.

The company began this transition through the Macy’s Style Crew program, which allowed employees to sign up to participate as social media influencers. Twenty ambassadors began the program, and now over 300 have joined. Employees use their own social media accounts, but they incorporate products and services from Macy’s into short videos. This lowers the costs of using well-known, but not necessarily dedicated social media influencers.