Macy’s Expands Style Crew Affiliate Program to Enhance Influencer Engagement
Macy’s is broadening the reach of its Style Crew affiliate program, which currently consists of over 600 influencers and aims to grow to a thousand members. This strategic move reflects the retailer’s intent to adapt to the evolving landscape of affiliate marketing, projected to reach $13.2 billion in U.S. marketing spend this year.
Initially launched in 2017 as an employee ambassador initiative, the Style Crew expanded in 2020 to include external creators, allowing Macy’s to connect with diverse audiences beyond traditional marketing channels. The recent enhancements to the program involve not just digital outreach but also direct engagement through in-person events and innovative marketing tactics.
Key Developments in the Program:
– Implementation of creator storefronts on Macy’s website
– Competitive commission rates set at 12%
– Increased access to exclusive events for influencers
– Significant year-over-year growth metrics, including a 315% rise in revenue and a 327% increase in website traffic
Andrea Port, Macy’s senior director of social media content and influencer marketing, emphasizes the emotional connection consumers have with the brand—highlighted by iconic events like the Thanksgiving Day Parade. The Style Crew is pivotal in fostering that emotional engagement by curating content that resonates with consumers across various platforms.
Macy’s is also venturing beyond digital avenues, testing direct mail strategies that feature Style Crew selections, demonstrating the brand’s commitment to meeting consumers where they are. Associate influencers participated in localized pop-up events in select cities during the holiday season, effectively bridging online engagement with physical shopping experiences.
This expansion comes at a crucial time for Macy’s, which is currently in the process of closing 150 stores as part of its turnaround strategy under CEO Tony Spring. By enhancing the Style Crew program, Macy’s aims to establish itself at the forefront of cultural relevance while driving new consumer engagement.
As the program evolves, Macy’s plans to introduce more in-person collaborations, hoping to intertwine Style Crew initiatives with key cultural events. The initiatives exemplify Macy’s focus on building community connections while adapting to the fast-paced world of influencer marketing.
