Macy's Looks To iTunes Ads To Reach Millennials

Macy's (NYSE:M) will be pushing its new mobile app to iPhone and iPad users through ads on Apple's (NASDAQ:AAPL) iTunes Radio streaming music service, according to Internet Retailer.

Along with the app, the department-store chain will also be placing ads (which Apple calls "iAds") for its stores between songs and videos on iTunes Radio. The targets for the ads will be Macy's core customers, female shoppers between the ages of 25 and 54, as well as the younger Millennials that the chain has been trying to attract.

Macy's is also rolling out a more conventional TV ad campaign, its first to highlight the chain's omnichannel programs. Ads in the campaign will focus on the My Macy's localized product assortments, where stores stock merchandise based on regional customer preferences, as well as Macy's ship-from-store program, "Search & Send," which lets in-store customers buy merchandise and have it delivered from another store if the Macy's they're shopping in is out of stock. Yet another commercial will promote the mobile app.

This all may feel a little too self-referential—ad spots on an iDevice-only streaming music service to promote an iDevice app?—but realistically Macy's may have reached the end of the natural growth of its mobile app user base. Getting even more customers to download and use the app is likely to require tying it to something else, and Apple's streaming music service is as good a candidate as any for attracting the attention of younger shoppers who may think a Macy's app belongs on their mothers' phones.

But the real test will be whether Macy's can actually convert those ad-listeners to shoppers. The omnichannel programs it's pushing—home delivery, local assortments—still sound a lot more like they're aimed at middle-aged moms than teens and 20-somethings.

For more:

- See this Internet Retailer story

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