Macy's E-Mail Receipt Case Study

BTM_606_OL2
Macy’s E-mail Receipts
December 16, 2012
By: Sakia Brown

Table of Contents Executive Summary 3 Introduction 4 Background Information 4 How did it start? 4 Enough is enough 5 Problem Statement 5 The Model 6 Phase 1: Preparation 7 Techniques and Process 7 Phase 2: Imagination 14 Combinations 15 To provoke or not to provoke? 15 Explore the wild side 16 Put it all together 17 Phases 3: Development 18 Final Cut 19 Tools 19 Phase 4: Action 25 Lights, Camera, Action 26 Strategies 26 Conclusion 28 Works Cited 29

Figure 1- Plsek 's Directed Creativity Model 6 Figure 2 Creative Encouragement 28

Executive Summary How many times have you lost or misplaced a receipt? My hunch is more
The 5Ws are who, what, where, when, and why questions and the H is the how question. By asking these questions, it aided in expanding my thinking and list of ideas to whom else could be affected by the e-mail receipt system. It is important to formulate the questions yet hold off in answering them. Why? Because there is no right or wrong answer! And final judgment is further down the road. 5Ws and H questions: * Who will like or dislike the change to the e-mail receipt system? * What can be done to overcome possible
They will now have to find away to make the idea, concept, and/or message of the e-mail accounts sticky which brings me to the second rule- the Stickiness Factor-. Here, I experienced some difficulty in finding ways to make the idea sticky for consumers. I thought of maybe using celebrity personnel to advertise them using the new accounts. Another, idea was to think of ways that consumers could see the benefits of the system. In other words, get the consumers involved to show them, what’s in it for them. I think if customers had more say in a system that was built for them…the idea would in a sense sell itself and become sticky. The whole point of the Stickiness Factor is to make the idea and/or message memorable and