Macy’s Goes Online In Stores
Macy’s is on a hot streak online. According to a Reuters interview with CEO Terry Lundgren, Macy’s saw its e-commerce business grow 40 percent in 2011 and it expects to reach $2 billion (seven percent of its total) this year.
“It’s clear to me that the consumer likes shopping online,” Mr. Lundgren told Reuters. “I am focused on how do we make them feel as comfortable and ready to buy in our stores as they do online?”
Part of the way that Macy’s is looking to make its customers more comfortable is by bringing its online business into its stores. Last September, Macy’s announced it was implementing or testing a wide variety of technological applications to help it achieve its goals. Among the items on Macy’s list were:
- Free Wi-Fi in stores
- Digital receipts
- Providing associates with tablets to assist in improving customer service
- Live customer service chats on macys.com and bloomingdales.com
- Online denim fit technology
- Beauty Spot cosmetics kiosks
According to the Reuters report, Macy’s is looking to have 292 of its stores double as distribution centers for online orders by the end of 2012 so it can speed products to its customers more quickly.
It is also looking at a variety of kiosk applications, such as bringing an “endless aisle” offering into stores, expanding its Beauty Spot test, and installing “Nexus” kiosks to allow consumers to access product reviews, create shopping lists and share the Macy’s experience on social media sites.
- Macy’s CEO sees stores borrowing ideas from online – Reuters
- Conference to Explore ‘Love Affair’ Between Retailers, Customers – The University of Arizona
- Macy’s and Bloomie’s Seek Retail Technology Edge – RetailWire
Discussion Questions: What do you think are the most productive uses of online technologies in stores? Is there a particular retailer(s) that you think is the “Best Practices” model for this approach?