TiffTaff Where fashion and technology meet

29Jul/130

Will Mobile Kill the Brick-and-Mortar Retail World?

Macy’s has been aggressively developing its mobile presence since 2009, before many other retailers even knew what mobile was. Since the company introduced its first mobile app, the channel has delivered continued growth in terms of session length, sales conversion rate, average order value and sales penetration to total .com sales.

At the National Retail Federation’s (NRF) 102nd Annual Convention & Expo earlier this year, Macy’s CMO Martine Reardon explained the importance of mobile:

For the millennial, it’s almost expected with technology, so for us not to be there—particularly in the mobile space—you could potentially miss out on the largest segment in the population today. Between QR codes, what we’re doing on Facebook and Instagram that is feeding into our mobile app, what we do with shopkick—everybody is different but that is why personalization becomes so important because there isn’t just one cookie-cutter approach to it.

Macy’s is putting its mobile energy into commerce, omnichannel and marketing. The company succeeds in getting targeted offers into customers’ hands via text messaging, and in bridging the gap between online and offline experiences. In the fall of 2012, for example, Macy’s introduced an app that helped shoppers plan for Black Friday. Features included new offers every five minutes, as well as turn-by-turn GPS directions that allowed shoppers to find sale items in specific store locations.

But Macy's still has a long way to go, and here's how it can improve.