Macy’s Media Network Uses Rokt’s AI to Expand Its Retail Media Business
Macy’s Media Network is taking a big step forward by teaming up with Rokt. The company’s in-house media platform, which connects advertisers with its loyal customers, uses first-party data and AI to make the shopping journey even more personalized and relevant. Launched last summer, the program has delivered high-quality, premium offers to shoppers after they make a purchase, driving increased relevance and engagement during the Transaction Moment™.
“Macy’s is an iconic American retailer, and we are extremely proud to partner with the incredible Macy’s Media Network team to drive increased value for its customers,” said Elizabeth Buchanan, Chief Commercial Officer at Rokt. “This partnership is empowering Macy’s to connect more closely with its online customers by delivering highly relevant messages from our non-endemic advertising partners at the end of the purchase when they are still in a transaction mindset, making the shopping experience more memorable, personal, and impactful.”
“Macy’s Media Network has seen increased customer engagement since launching our partnership with Rokt,” said Michael Krans, Vice President, Macy’s Media Network. “Rokt’s unique AI-powered technology enables us to use our first-party data to provide our customers with high quality, premium offers from non-endemic advertisers post-purchase, communicating the right message at the right time, ultimately leading to increased customer engagement.”
Rokt’s trusted, scaled ecommerce network enables the retailer to leverage intelligence powered by more than 5 billion transactions across hundreds of leading businesses. While endemic ads are most effective before a customer selects a product on an ecommerce site, non-endemic ads are most effective during the transaction stage, when customers are most likely to respond to new, highly relevant offers.
Adds Krans: “Since the Rokt-powered ad is served to customers post-transaction, it does not diminish the customer shopping experience. We believe our customers view these special offers as a value-add for being a loyal Macy’s customer.”
Macy’s Media Network is now expanding its Rokt partnership, working actively to optimize new advertising use cases throughout the shopping journey for future experiences including support for strategic initiatives such as Macy’s credit card enrollment and membership in its signature Star Rewards loyalty program.
To learn more about how Rokt unlocks value in the Transaction Moment, visit Rokt Ecommerce.