What: A virtual series replaces in-store events.

Why it is important: Virtual events become part of a longer-term hybrid event strategy going forward.

With the pandemic forcing stores to close for months and shoppers reluctant to return when they did reopen, it required the marketing team to come up with an alternative. In the case of Bloomingdale’s, it’s called On Screen, a series of virtual events that are intended to mimic the “buzz and animation” the in-store events had evoked among customers.

Around 80% of the events are limited to the store’s top customers. When shoppers on this “curated list” express interest in participating, they are sent a package in advance that they can use during the event. The other 20 percent of the events are more inclusive and offered to a larger audience. That includes the beauty tutorials and makeup lessons where 800 RSVPs a day are not uncommon.

Bloomingdale’s Engages Shoppers Through ‘On Screen’ Series