Michael Krans, the head of retail media at Macy’s, is trying to the store’s Media Network from a transactional line item into the center of the marketing playbook, Beet.TV
reports. Macy’s hopes to “ integrate campaigns across everything from in-store experiences to social and influencer efforts,” Krans says. The focus is on relevance.
“Always serving up hyper-relevant offers for our customers that our customer sees the value,” Krans adds.