Macy’s Invests In New Omnichannel Strategies

Macy’s, Inc. has unveiled new developments in its omnichannel strategies and technology investments as the retailer focuses on innovatively engaging and serving customers. Implementations at both Macy’s and Bloomingdale’s stores include Apple Pay, shopBeacon, same-day delivery and smart fitting rooms.

Among the series of initiatives is Apple Pay, which will be implemented in all Macy’s and Bloomingdale’s stores. The new payment offering, which will be available via iPhone 6 and iPhone 6 Plus mobile devices, is expected to help simplify the payment process for shoppers. In addition, Macy’s and Bloomingdale’s both have introduced new mobile wallets, which are designed to allow shoppers to easily store and access coupons and offers for the Macy’s Star Rewards and Bloomingale’s Loyallist programs. The wallets will be included in both mobile apps beginning November 2014.

After testing shopkick in Macy’s flagship locations in New York and San Francisco during the 2013 holiday season, the retailer announced plans to expand the shopBeacon technology to all Macy’s stores nationwide. The mobile location-based technology, which is built on Apple’s iBeacon Bluetooth Low Energy (BLE) protocol, will be placed throughout stores, allowing shopkick app users to receive more personalized deals, discounts, recommendations and rewards. The rollout is expected to be complete in early fall 2014.


Macy’s and Bloomingdale’s also announced plans to pilot same-day delivery for online purchases this fall. Macy’s will test the offering in eight U.S. markets — Chicago, Houston, Los Angeles, New Jersey, San Francisco, San Jose, Seattle and Washington, D.C. — while Bloomingdale’s will offer same-day delivery to customers in Chicago, Los Angeles, San Francisco and San Jose. All same-day deliveries will be fulfilled by Deliv — a crowd sourced same-day delivery provider — and major mall owners, such as General Growth Properties, Simon and Westfield Corporation. This news comes on the heels of the retailer rolling out buy online/pick up in-store to all Macy’s and Bloomingdale’s stores nationwide. To ensure inventory accuracy, Macy’s will continue to roll out RFID tagging in fashion categories through 2015.

Macy’s and Bloomingdale’s also are introducing and expanding in-store technology to enrich the brick-and-mortar experience. Macy’s, for example, is piloting handheld POS devices and tablets for store associates to improve engagement and boost sales. Macy’s also is testing Connect@Macy’s Centers, which will serve as in-store pick up locations for online orders. Associate staffing will increase to meet demand. Consumers also will be able to browse assortment in pilot stores using electronic kiosks and interactive “lookbook” displays.

Bloomingdale’s has introduced “smart fitting rooms” touting wall-mounted tablets so associates and customers can scan merchandise and access other colors and sizes, as well as research more detailed product information. Customers also can tap a “call” button to receive assistance from store associates. The smart fitting rooms are available in five locations: Century City, San Francisco and Palo Alto, Calif.; Short Hills, NJ; and Garden City, NY.

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