Macy’s adds in-store mode to app, solidifying hyperlocal strategy


In a significant enhancement toin, it now boasts an in-store mode, creating a destination for on-premise shoppers and playing catch up with retailers such as Walmart.

Over the years, Macy’s has tested a number of different strategies involving the use of its app by in-store shoppers, including QR codes, augmented reality and beacons. With the latest update to its app, users can now access an in-store dashboard where they take advantage of relevant tools, including scanning for prices and real-time alerts for new offers.


“At Macy’s, we truly see our App as a customer’s in-store shopping companion,” said Serena Potter, group vice president of digital media strategy at Macy’s. “We’ve built-in a lot of great features over the years to help enhance our customer’s shopping experience.

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“From scanning a product to understand the latest price to product reviews, offers, store availability and more,” she said. “With In Store Mode, we are able to further highlight these features, customized to the particular store they are visiting.

“In addition, the latest version of the App provides enhancements to how offers in a user’s Wallet are presented, along with their Plenti points balance, creating a more personalized experience for the consumer.”

Source: Mobile Commerce Daily

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