Macy's (NYSE:M) is enhancing its digital wallet, making it easier for shoppers to use digital coupons, and expanding same-day delivery services.
The Macy's shopper is typically a coupon user and the new enhancements are meant to help transition those shoppers away from paper coupons. It will also help the retailers track promotions because digital offers allow for the collection of better data.
"Since the launch last year, we've seen Macy's Wallet become an increasingly important and successful service tool for our customers and we look forward to continuing to improve on that experience," Orlando Veras, Macy's director of national media relations, told Mobile Commerce Daily.
The goal is to break down barriers between online and in-store as Macy's strives for a more seamless omnichannel operation.
"We are focusing on things like how quickly a Web page loads on our website and how we provide information on a mobile device—we think the consumer is looking for choices in how they interact with us and in terms of convenience," Robert Harrison, Macy's chief omnichannel officer, told The Street.
Macy's is thinking "mobile first" these days. "Mobile is the best communication effort for our customer," said Macy's CMO Martine Reardon at the University of Arizona's Global Retailing Conference last month. "We want to capture the customer everywhere that she is."
Macy's has added visual search to its app and uses QR codes for scanning. Now, the app also sorts items by proximity, showing shoppers items available at the closest store.
Last fall, Macy's rolled out same-day delivery service to customers in eight U.S. markets: Chicago; Houston; Los Angeles; New Jersey; San Francisco; San Jose, California; Seattle and D.C. The Bloomingdale's division offers same-day delivery to customers in four major markets—Chicago, Los Angeles, San Francisco and San Jose, California. Deliveries to customers are being powered by a third-party firm, Deliv.
Harrison said Macy's would soon announce same-day delivery services in additional cities.
But for all the focus on digital, Harrison said it was unlikely that Macy's would develop an Apple Watch app. "To build an experience specific to an Apple Watch is probably not where I am going to spend a lot of time in the near-term because, despite the success they are having, it has a small base," he said. "I'd rather focus on the experience on an Apple phone and Android."
Macy's would, however, like the opportunity to sell the Apple Watch and other wearables.
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