Macy’s boosts omnichannel shopping strategy

New York--In a move that underscores the increasing importance of omnichannel shopping, Macy’s announced Monday a number of new developments to attract and service customers both in store and online.

Omnichannel retailing refers to providing a seamless approach for consumers across all available shopping platforms, including mobile, digital and brick-and-mortar, that allows customers to use more than one sales channel from a retailer for any transaction.

One of the first innovations that Macy’s debuted is that both it and Bloomingdale’s will be among the first to use the new Apple Pay mobile payment system, which will be available for the first time beginning this fall on the newly unveiled iPhone 6 and iPhone 6 Plus mobile devices as well as on the Apple Watch.

Apple Pay will gives customers a way to simplify the transaction in a secure and private manner at the company’s stores across the country, Macy’s said. More details will be available in October, when the service is slated to launch.

Along the same lines, the company is launching Macy’s Wallet and Bloomingdale’s Wallet, which will allow shoppers to store and access offers and coupons on their mobile devices. The feature creates a seamless omnichannel checkout experience for those enrolled in loyalty rewards programs, regardless of shopping in-store, on a mobile device or via desktop, the retailer said. 

The wallets will be added to the company’s mobile applications in November.

The company also has finished the rollout of its “Buy Online, Pickup in Store” feature, originally piloted in fall 2013, to all full-line stores across the country.

Macy’s and Bloomingdale’s also both will begin same-day delivery for online orders. Macy’s will offer the service to customers in eight major U.S. markets--Washington D.C., Chicago, Houston, Los Angeles, New Jersey, San Francisco, Seattle and San Jose, Calif.--while Bloomingdale’s will offer it to shoppers in Chicago, L.A., San Francisco and San Jose.

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Another notable development is “smart fitting rooms,” which Bloomingdale’s has introduced in five store locations, that include wall-mounted tablets where sales associates and customers alike can scan merchandise to view other colors and sizes available as well as see additional product information and reviews.

Most importantly, the company said, is the ability to call for assistance from a sales associate at the tap of a button without ever leaving the dressing room.