It's 2015 people! Time to wake up and smell the Omnichannel. Recent research shows that multi-channel shoppers spend 82% more than their counterparts. Macy's "Buy online, pick up in-store" commercial is a perfect example of an appealing and accessible strategy that both allows consumers to shop through multiple channels and provides a concrete example of what that pesky buzzword, "Omnichannel" means.
Why It Works
Yes, the "buy online, pick up in-store" is, in and of itself, a good retail strategy, but creating an effective commercial that communicates effectively is also a key factor.
Consumers don't need to know about omnichannel to appreciate the convenience of ordering an item online and picking it up in store. This ad doesn't overexplain anything. They use terminology that is easy to understand, and though their representation is slightly fantastical (most of us can't strut down the side of a building) their scenario is problem/solution oriented. By showing the protagonist purchasing a dress, heels, and purse that look appropriate for a night out, Macy's is subtly appealing to any woman who has experienced the stress of stress of searching for a new outfit at the last minute. Using minimal verbal context, Macy's tells shoppers what "buy online, pick up in-store" means and offers a good example of how shoppers can use it.