Customer apps are the sharp tip of the spear when it comes to customer engagement. Learn how one of the world's leading retailers, Macy's, provides a personalized and relevant brand experience for consumers across every channel for both Macy's and Bloomingdales' brands. Hear how Salesforce allows Retailers to build engaging customer apps 50% faster with Heroku Enterprise. Watch the video: http://bit.ly/1KmAgkS

1. How Macy's does Mobile:
Deepening Retail Engagement with Salesforce
Yasir Anwar, GVP, Macys.com & Bloomingdales.com
@yasiranwar79
Margaret Francis
Senior Director Product Management
margaret@heroku.com
@margaretfrancis

2. Retail@
Featured Retail Sessions
17 Leading Retailers
across 23 Sessions
TODAY
Innovation Showcase
with Amazon
11:00am - 11:40am
European Wax Fuels
Growth with Salesforce
2:30pm - 3:10pm
Design Within Reach:
Retail Disruption
2:30pm - 3:10pm
Macy's does Mobile
3:30pm - 4:10pm
TOMORROW
TOMS Engages Customers
While Doing Good
8:30am - 9:10am
Key Innovation Trends
with Ocado
9:30am - 10:10am
Highly Scalable Apps
with Macy’s
3:30pm - 4:10pm
Shopper Engagement with
Suit Supply
3:30pm - 4:10pm
George Zimmer: His
Next Big Innovation
Thursday 12:30pm - 1:10pm
Spotlight
Session

3. Salesforce for Retail
TOMS’ Pop-up Experience
All Week!
Customer Success Showcase
Bloomingdale’s at Westfield Mall
Wednesday, 9/16/15
6:30 pm
Check the Session Chatter Page
Store Innovation Tour
& Reception
featuring
Design Within Reach &
Retail End to End Demo
Westfield Mall Bespoke Area, 4th
floor
Moscone West:
Sponsored by

4. • Introductions
• Business Challenges: Retail Innovation in an Omnichannel World
• The Mobile Imperative
• The Innovation Challenge
• The Customer Centered Future
• Q & A
How Macy’s Does Mobile: Deepening Engagement with Salesforce
Agenda

5. Introductions

6. • Founder of Macy’s Labs
• Formerly Director of Engineering with WalMart Labs
• Passion for innovation & entrepreneurship- from inside the enterprise
• Experience building delivery teams
• Experience building great products
• Launched multiple consumer facing products, both new product and business transformation
initiatives
• Look for him on Twitter @yasiranwar79
• Recent Sponsor of the AT&T Hackathon
• Upcoming attendee at the Grace Hopper event for women in technology
GVP, All Customer Applications & Platforms @ Macys.com & Bloomingdales.com
Yasir Anwar

7. Macy's is the largest department store and the 14th
largest retailer in the US by sales
Macy's operates both the Macy's and Bloomingdale’s
brands, and generated $27.9 billion in sales in 2014,
with 800+ stores globally and 170,000+ employees
The Macys.com division operates Macy’s digital
experiences, including web, mobile, and exploring the
next generation of engagement with customers
Macy’s: Storied Brand, Leading Retailer
Macy’s was awarded
2014 Mobile Retailer
of the Year

8. Business Challenges
• Consumer shift to mobile
• Better omnichannel customer
experiences
• Increasing customer satisfaction and
deepening engagement
• Improving business agility to keep up
customer & market trends
• Driving online revenue growth
Retail Innovation in an Evolving Industry

9. The Mobile Imperative

10. Shopping is MultiChannel
http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

11. The Mobile First World is Here
Desktop
49%
Mobile
51%
Users Spend More Time on Mobile
than Desktop
comScore Media Metrix Multi-Platform Total
Desktop Audience and Mobile Audience
http://www.telegraph.co.uk/technology/google/11549615/Google-search-
overhaul-could-cause-Mobilegeddon.html

12. Macy’s Mobile Responsive Ecommerce Experiences
• m.macys.com &
m.bloomingdales.com
• No brochureware; mobile
ecommerce properties
• Omnichannel integrations including
Buy Online, Pickup in Store; My
Wallet; Push notifications for sales
and promotions
Awarded 2014 Mobile
Retailer of the Year

14. Integrate with Back End Systems Via Unified Services Layer
Business Agility with Customer Engagement Apps on Heroku
Macys.com
(Node.js)
Bloomingdales.com
(Node.js)
Inventory Systems
(Domain Services)
Product Catalog
(Domain Services)
Payments
(Domain Services)
Customer Data
(Domain Services)
Experimentation
Framework (Java)
macysbackstage.com
UnifiedAPIManagement
(Java)
Macy’s
Back End
Systems

15. Where We Started
Macy’s Journey on Heroku
Where We Are Now
• Mission critical, highly strategic, revenue
generating properties
• Small applications and services, non
mission-critical applications
• Leveraging Heroku to meet peak annual
traffic levels on Thanksgiving, Black
Friday & Cyber Monday
• Limited volumes of traffic
• Platform for retail innovation, customer
engagement apps, internal services and
emerging concepts
• Experimental services for new apps

16. The True Test for Scalability: Black Friday & Cyber Monday
• Thanksgiving Day 2014: First day that smartphones and tablets
accounted for majority (52.1%) of all online traffic
• 9.5 % YOY growth in internet traffic from mobile devices
• Mobile devices accounted for one-in-four of all online purchases

17. The Innovation Challenge

18. Customer Behavior

19. Innovate with the customer

20. How do we build an innovation culture that is focused on:

21. Output
Outcome
Culture

22. The strategy: “More, Better, Faster!”
…in doing so, we’re:
Developed a methodology to evaluate, prioritize, and productionalize some of the
millions of good ideas that we have within the company

23. Candidate
Vendor
Employee
Idea Lab

24. Lean Dev Teams

25. | TEST a Hypothesis |
| SMALL Empowered teams |
| CUSTOMER @ the center of decisions |
| MINUMUM Viable product |
| QUICK Build-Measure-Learn cycles |
| Eliminate WASTE |

26. The Journey
Pitch made to EC | Feb 2013
First Idea challenge published | March 2013
Kicked off first Idea lab | April 2013
Till now | 20 ideas built via Idea Lab
Launched to production | 12 ideas

27. The Impact: More Better Faster
Ideation to working code| 9 months to to 2 ½ Weeks
Ideation to production| 12 months to 1 month
Average feature cost| reduced to ½
2 Lean Dev Team in 2014| 10 Lean Dev Teams in 2015

28. the
sandbox VENDOR i-Challenge
sourcingtestingscaling
How it all works together
Domains
MacysLabs

29. The Customer Centered Future

30. • Buy online, pick up in store
• Digital Coupon Wallets
• Virtual fitting room events
• Digital signage in stores
• Mobile navigation
• iBeacons
• Thanksgiving Parade App
• Star Gifts
• Believe-o-Magic (App for Kids)
• Visual search (mobile app)
Macy’s Continues to Drive Omnichannel Retail Innovation

32. Q & A

33. The flexibility and scalability of Heroku
enabled Macy’s to test, learn, and move
forward quickly with their ideas.
Macy’s built an experience that makes
shopping more convenient and fun for
their customers.
“Heroku gives us a powerful, flexible
platform that enables us to test, learn
and proceed aggressively with new
mobile ideas that excite our customers,
making shopping more convenient and
fun.”
– Shawn L. Morrissey, VP, Mobile Engineering,
Macys.com & Bloomingdales.com
Macy's sought greater innovation and agility for their online business and built a
shopping experience on Heroku that grows with their customers.
heroku.com/customers/LEARN MORE AT: macysC L O U D A P P L I C A T I O N P L A T F O R M

34. Shopper Acquisition & Engagement
Connected Shoppers & Associates
Omnichannel Customer Service
Clienteling
1-to-1 Shopper Journeys
Smart Service
Customer Experience
Industry Experience
Partner Experience
Visit the Design Within Reach Shopper Success Experience
Everyday from 9 until 5
Moscone West

35. 1
After each session, open the Dreamforce App to ‘My
Agenda’
2 Tap the bell to see your surveys to be completed
3
Get entered to win a GoPro for each survey you
complete
Dreamforce ‘15 Mobile App
Share Your Feedback, and Win a GoPro!

36. Free Gift Card

37. thank y u