Macy's (NYSE:M) will soon allow shoppers to access inventory on their mobile devices, thanks to Google's proximity marketing platform.
Beginning in November, shoppers can search for an item and identify the closest store with it in stock.
Macy's has been testing the program in San Francisco since it launched last year and is rolling out in advance of the holiday season.
"We're trying to encourage omni-shopping behaviors in consumers," Jennifer Kasper, group VP-digital media and multicultural marketing at Macy's told Ad Age. "We know that we have great opportunity to build a longer, more loyal relationship with them if we are successful in communicating… and encouraging discovery."
Nearly nine in ten (87 percent) of shoppers research a product before heading out to a store, according to a study by Ipsos MediaCT and Sterling Brands, Ad Age reports. And of the 79 percent of those searching while in a store, 71 percent say their smartphones have become increasingly important to that in-store experience.
"We're realizing there's this enormous digital influence on what's happening in stores," said Julie Krueger, retail industry director at Google. "When [consumers] are looking up a brand, the expectation is that the experience they're having online is completely simpatico with the physical experience."
- See this Advertising Age story
- See this MobileMarketer story
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