With its customers showing they like shopping both online and in stores, Macy’s Inc. is taking several steps to tie its physical stores more closely to its e-commerce operation, Brian Leinbach, senior vice president of systems development and field services, said at a supply chain technology conference yesterday.
“90% of our customers research online at least occasionally before purchasing in a store,” Leinbach said in a presentation Monday on Macy’s “omni-channel” retail strategy at Manhattan Associates Inc.’s Momentum users’ conference in Orlando, FL. Leinbach described omni-channel retailing as the way consumers research and shop across stores, web sites, mobile commerce and social networks. Macy’s, No. 14 in the Internet Retailer Top 500 Guide, operates retail chains and e-commerce sites under the Macy’s and Bloomingdale’s brands.
Among the ways the company is improving omni-channel retailing is through the expansion of in-store Wi-Fi to all 840 stores under the retailer’s Macy’s and Bloomingdale’s brands; the Internet access ensures that consumers and store clerks can use smartphones, tablet computers and kiosks as shopping tools in those stores.
via Top 500 – Macy’s ties stores more closely to the web – Internet Retailer.
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