In a nutshell, Macy's omnichannel strategy...
MOM
A key factor in Macy’s success has been the consistent and disciplined execution of the core strategies of My Macy’s localization, Omnichannel integration and Magic Selling customer engagement, which are known by the acronym of “M.O.M.”
Now with six years of My Macy’s experience and a significant amount of progress, Macy's is refining their approach to localization with a renewed emphasis on driving sales growth with a process that is streamlined and leads to quicker decisions.
- Macy's is devoting more attention to enhancing our assortment and sales performance by climate zone.
- They are getting more granular on serving ethnic and multicultural customers.
- And they are focused on flowing merchandise receipts into each door at exactly the right moment in the shopping cycle.
Customer journey
Research has shown that about two-thirds of all shopping trips today start online with customers researching the options at their desktops or on smartphones or tablets. Then, the customers often come into the store to touch, feel and try-on the merchandise they saw. Maybe they buy in the store. Or maybe they buy the item later while sitting at home in the evening
BOPS strategy
In a move to achieve a higher level of shopping convenience, in 2014 Macy's rolled out Buy Online Pickup In Store (BOPS) to all Macy’s and Bloomingdale’s locations nationwide, and successfully piloted same-day delivery to customers in eight markets during the holiday season.
Magic selling
Magic Selling has been closely aligned with My Macy’s as Macy's helped local customers understand that the products at their Macy’s were selected to meet their needs – whether it be by size, color, style, fabric weight or brand.
Moving forward, Magic Selling is also a vital ingredient for tapping the full potential of Omnichannel. They have new tools and technology on the selling floor to engage their store customers. Magic Selling is focusing these new customer touch points to grow sales.
more to come!
Reacties