Retail engagement: Macy's mixes shopping and entertainment

This report reveals how Macy's, the US department store retailer, is embracing a range of new channels and media partnerships to engage shoppers and customers in a changing retail world, with a particular emphasis on entertainment.

Retail engagement: Macy's mixes shopping and entertainment

Stephen WhitesideWarc

Macy's is no stranger to the world of entertainment. Its New York flagship store features in dozens of movies from Sweet Charity to Ocean's Eleven, and – perhaps most famously – even had a starring role in the festive classic, Miracle on 34th Street. The firm's Thanksgiving Day Parade is also an established fixture on the city's calendar. Moreover, its various stores have appeared in popular television series including the comedy shows Seinfeld and Friendsand the reality hit...

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