The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
The department store also will offer store kiosks for web orders.
Online shoppers on Macys.com this fall will be able to buy sports-related clothes and other items from Lids Sports Group, as part of a deal with the sports apparel company. The contract also calls for sales of Lids gear in some 25 stores operated by Macy’s, which has about 840 locations total.
The deal brings together two companies included in the new Internet Retailer Top 500 Guide. Macy’s Inc. is No. 12 , while Lids operates Hat World Inc., No. 437. The product line, called Locker Room by Lids, will feature licensed team merchandise from pro and college teams in the United States and Canada.
Macy’s says it aims to install kiosks in participating stores where consumers can place online orders for shipment to their homes or elsewhere. Macy’s did not immediately say if those consumers could use those kiosks for other products.
“Our customers are passionate fans of their sports teams, whether they be local or elsewhere in the country,” says Jeff Gennette, Macy’s chief merchandising officer. “With Macy’s rapidly emerging omnichannel capability, we can efficiently sell and fulfill orders for customers who may be fans of teams anywhere in America, or who are buying gifts for friends and family who live elsewhere.”
Other retailers have made similar deals. For example, Nordstrom Inc. last year said it would sell apparel from Bonobos Inc. The deal followed a $16 million investment round for Bonobos led by Nordstrom.
In related news, Macy’s today released its second quarter earnings, though the chain did not break out e-commerce figures. Macy’s said comparable sales—a category that includes e-commerce and also stores open at least one fiscal year—decreased 0.8% year over year in the second quarter to $6.066 billion. For the first half of 2013, comparable sales increased 1.5% year over year to $12.453 billion.