When you think of Macy’s, you probably picture Santa Claus, a Thanksgiving Day parade, or its eleven-story, 2.2-million-square-foot flagship location in Manhattan, once known as the world’s largest store.
But that wouldn’t be an accurate picture of the U.S. retailer. In recent years, Macy’s has turned into a digital hybrid nearly as familiar with GPS signals and online advertising as it is with clothes racks and perfume counters. According to its annual report, it’s now “an omnichannel retail organization operating stores and websites.”
“Omnichannel” is a buzzword that describes a survival strategy. Threatened by the growth of low-cost online merchants, traditional retailers are reacting by following customers onto the Internet. Macy’s does it as well as any. On its website, it installs 24 different tracking cookies on a visitor’s browser. On TV, it runs ads with Justin Bieber that urge millennials to download its mobile app, which tells them which of the chain’s stores is closest to their location. Once inside, they can use the app to scan QR codes on a pillowcase or a pair of shoes. Online orders now ship from the backrooms of 500 Macy’s stores that this year began acting as mini distribution centers.
Photo Credit of today's Parade Lineup from its site
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