What: Macy’s has partnered with the technology firm Rokt to enhance its Macy’s Media Network by leveraging AI and machine learning to personalize post-purchase offers to customers on macys.com.

Why it is important: This partnership is a strategic move for Macy’s to boost its media network revenue by improving customer engagement through highly targeted and personalized advertising, further integrating advanced technology into its retail strategy.

Macy’s has expanded its Macy’s Media Network through a partnership with Rokt, a New York-based tech company specializing in AI-driven personalization. The collaboration, which began testing last fall and is now fully scaled, allows Macy’s to present tailored offers from non-endemic advertisers to customers after checkout but before order confirmation. This initiative has already contributed to the media network’s growth, with Macy’s Media Network generating USD 155 million in revenue last year and showing a significant increase in the first quarter of this year. The partnership may also extend to other Macy’s initiatives, such as Bloomingdale's website and the retailer's loyalty programs.

Macy’s partners with Rokt to enhance Media Network