MAC Cosmetics' (NYSE: EL) new direct mail piece is aimed at boosting shopper interaction and sales on the Estee Lauder-owned company's mobile web site.
Shoppers in MAC's in-store databases in some regions are being mailed a thank you postcard with a QR code that links them to the retailer's mobile web site.
After they scan the QR code, shoppers are directed to a page on MAC's mobile site that includes links to videos such as "Art of the Eye," "Pressed Pigments for Eyes" and "Long-Wearing Eye Shadow."
MAC is also encouraging direct purchases, since the page features a menu bar with shopping, browsing and store locator tabs. "Direct mail pieces have moved from passive to interactive, which is smart given the fact that calls-to-action are seen and acted upon by meaningful numbers of mobile users," Jeff Hasen, chief marketing officer of Mobivity, told Mobile Commerce Daily.
The cosmetics retailer is utilizing the direct mail piece as part of an overall marketing strategy designed to integrate its in-store and online experiences. For example, MAC's Shop Together program allows MAC shoppers and their friends to virtually browse and shop online with each other, even if they are in different locations. They connect via social media sites such as Facebook and Twitter, or by SMS and email, Mobile Commerce Daily reported.
-See this Mobile Commerce Daily article
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