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US retailer Macy's partners with Rokt to boost engagement using AI

09 Aug '24

2 min read

Pic: Adobe Stock

Insights

Macy's Media Network expanded its retail media with Rokt, leveraging AI to deliver personalised post-purchase offers.
This partnership boosts customer engagement by presenting relevant, non-endemic ads during transactions and taps into Rokt's vast e-commerce data.
The collaboration also supports Macy's initiatives like credit card sign-ups and loyalty programme.

Macy’s Media Network — the company’s in-house media platform dedicated to connecting advertising partners with its own loyal and engaged customers — has expanded its retail media capabilities through a partnership with Rokt, the leading ecommerce company using AI and machine-learning technology to make the shopping experience more personalized and relevant to each customer. Launched last summer, the program has allowed Macy’s to deliver its customers the added benefit of high-quality, premium offers post-purchase, driving relevancy and engagement.

“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 postpurchase, 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.

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.