Marketing Strategy - Multimedia & Web : Online Campaign

The Website – In early 2005, Macy’s launched a new website geared to the teen market, (pronounced This-Is-It). It is separate from the website, but links to for e-commerce and store location information. is a cutting edge, Flash-based site designed to build the brand and increase store traffic as well as our email database list. The site is a tool to help reach and capture the youth customer, aged 16-22. The majority of content is focused on Juniors, but there is also an appeal for Young Men.

The site theme will be ever-changing to keep the experience for the user fresh and exciting. Main sections of the site include:

  1. Shop It for fashion trends for juniors and young men in a page-turning magazine format
  2. Gift It for the season’s hot gift list (will change out depending on the season)
  3. Play It for featured artists – their music, videos, bios and fashion themed interviews
  4. Join It – sign up to become a THISIT VIP and receive coupons, special offers, and exclusive emails
  5. Win It for prizes grand and small


Strategic partnerships have been built in association with the site:

  1. Teen Vogue provides ongoing fashion magazine-based content
  2. Universal Music Group offers us music, artist bios, interviews, tour dates and music videos.
  3. Strategic partners also provide major prizes for site visitors on an ongoing basis.

In-store signage has a permanent place in the THISIT department, but the content of the message changes monthly to highlight a feature of the website.


In-store poster



E-mail Program - visitors can register to receive exclusive offers and information via regular national and regional emails. THISIT departments have an email address capture program in place through visitor signup cards, signage, and associate incentive prizes.

Welcome e-mail


EGCs – we offer electronic gift cards designed specifically for the teen market. There is a lenticular (animated) one in store, and an assortment online with fun packaging and bonuses.

Animated electronic gift card