Home  › Social › Social Media
macy-staradvisor

Macy's Builds 'Social' Community for Customers

  |  April 3, 2012   |  Comments

In Star Advisor program, retailer offers $5 monthly reward to active participants of its online community.

Macy's is building an interactive online community designed to learn more about its customers including their opinions and shopping preferences. It also permits customers to interact with each other in online discussion groups.

The department store chain has invited an undetermined number of people to become a so-called Star Advisor, which takes its name from the retailer's customer loyalty program, Star Rewards.

"Star Advisors have the unique opportunity to participate in an online community with other Macy's customers and to have their thoughts, opinions and feelings heard directly by Macy’s," the company wrote in an email.

Macy's, like other retailers, is investing more resources into digital activities, shifting away from traditional channels such as newspaper advertising. Programs like Star Advisor also hold the promise of letting the retailer hear first from key customers in a closed community instead of chasing them on other social networks.

To become a so-called Star Advisor, potential candidates are asked to answer about two dozen questions, including household income, gadgets they own, and shopping preferences before they are approved to become an "advisor."

Once accepted, they must participate in flash polls, answer questions, or participate in other activities to earn their monthly incentive – either a $5 Amazon or Macy's gift card. Participants are also instructed that information shared in the Star Advisor forums is confidential.

For the initiative, Macy's is working with market research firm Gongos of Auburn Hills, MI.

 

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...
    • Creative Marketing Associate
      Creative Marketing Associate (NewMarket Health ) - BaltimoreAre you looking for a foot in the door with the best marketing company in the business...