Macy’s Taps Staff For Their Influencer Clout

Macy’s is turning its store associates and personal stylists into social media brand ambassadors, allowing the retailer to exert more control over its influencer network, according to Glossy. Employees are now eligible to apply to the Macy’s Style Crew program, which has them share promotional posts on their social media feeds to promote Macy’s products and services. For example, a video of a bartending tutorial leads to glassware and other cocktail accessories available on Macys.com.

The program has grown from a trial of 20 ambassadors in fall 2017 to the current network of 300 employees. Participants share short video clips produced in partnership with Macy’s and Tongal, a branded video program, which showcase the employees’ personal interests. Style Crew members are…