It may be 155 years-old, but Macy's marketing approach is thoroughly modern, as the company has fully embraced mobile and digital technologies to drive its business. In a fireside chat at the VideoNuze 2012 Online Video Advertising Summit, Macy's SVP, Marketing Innovation and Integration, Joe Feczko explains how Macy's sees itself as an entertainment brand, and how it is pushing further into video and branded content.

One initiative in particular that has paid off is the use of QR codes linked to videos about products. Joe said usage has jumped from 15K during the test phase to 750K this past season. Macy's is also leveraging its relationships with celebrities and the new program "Fashion Star" for more interactivity with target customer segments. Joe provides a compelling look inside how an established brand is using all of today's technology tools to keep up with a changing retail landscape.