For our Macy’s Personalized Offers program (PZO), I partnered with UX and CX teams to optimize the the design and copy for personalized offers.

We conducted a STAR panel survey of our loyalty customers to understand how consumers are using their personalized promo codes. This set up was to gauge existing mindsets and beliefs. Some important questions we considered:

Primary UX Research:

  1. Are they looking at their Macy’s wallet? Or are they just adding promo codes at checkout?

  2. Do they know what the “wallet” is?

  3. Do they care about the “Just for You” language?

We created two versions (OLD and NEW) with variations in copy to understand customer behavior when interacting with personalized offers:

  1. Macy’s Wallet isn’t yet a universal term that people automatically know. There’s an understanding that they need to use their credit card or identify as a bronze member in-store or online to access their benefits (versus automatically knowing to check their wallet first for offers.)

  2. Personalized Offers are still creating some level of confusion the Product Landing Page (PLP) and the Product Display Page (PDP), shoppers need assistance understanding that offers are only for them

  3. If shoppers came to Macys.com through email, they were primed to look for the Personalized Offers

  4. There was a stronger understanding of the Personalized Offer and subsequent impact of it if the customer landed on a PDP versus a PLP

Primary Research Findings:

Impliactions:

  • Macy’s Wallet may not immediately be understood or recognized by the way it is mentioned in the copy in the OLD version

  • The concept of Just for You works well on the PDP and should also be considered in copy for PLP. The NEW version aligns with the language that is used on the PDP and can help reinforce the uniqueness of the offers as well as help alleviate confusion on PLP (if language on the PLP is changed/updated)

  • Shoppers generally know how to use promo codes since they are universally used. They appreciate when the code is already applied to their bag

Opportunities and Next Steps:

Our STAR Panel Survey implicated a strong preference for the copy presented in the NEW version. Using this as a reference point, our next step is to work with our CX and Data Science team to conduct an A/B Test to understand the measurable impact of copy changes on customer behaviors