Macy's, Inc. has taken several significant steps to advance its capabilities in mobile software technology, which continues to gain acceptance with consumers in the U.S. Among components of the company's comprehensive mobile strategy:
Macy's and Bloomingdale's have optimized the ability for consumers to use any smart phone to navigate the company's e-commerce sites. When customers use an Internet-capable mobile device to visit macys.com and bloomingdales.com, they now see larger and clearer images and click-through buttons so using the sites are faster and easier. Technology detects the type of mobile device a shopper is using and customizes the presentation of macys.com and bloomingdales.com to that customer.
The company expects to continue to improve functionality of mobile-enabled web in the near future. In many cases, customers connect to macys.com and bloomingdales.com on their mobile devices when they receive e-mail communications from the company with promotional offers or new product information.
Macy's has launched an upgraded iShop application for iPhone. The new app loads faster, can be navigated more easily and integrates in real-time with macys.com to provide an improved mobile shopping experience. Through iShop, customers can browse the macys.com merchandise assortment, place and track orders, read product reviews, explore gift guides, find store locations, and access details on special events and campaigns.
Macy's has begun piloting the use of shopkick - a new location-based shopping app - at about 150 stores in the New York, Los Angeles, San Francisco and Chicago markets. By downloading shopkick free from the iPhone App Store, Macy's customers can earn "kickbucks" reward points by simply walking into a Macy's store with their mobile device. They also will receive offers on products or related to specific departments within Macy's. Kickbucks can be redeemed, at the touch of a button on the iPhone, for Facebook Credits to play games online, song downloads, in-store gift rewards at Macy's and other shopkick partner stores, magazine subscriptions, iPods and charitable donations.
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