Macy's insight: bridge physical and digital with mobile apps
Much of the innovation in mobile retail has focused on reducing friction at the point of sale. But Nikhat Afza, Director of Mobile Applications at Macy's.com and Bloomingdales.com, says it's time for a more holistic approach.
"Retailers continue to focus on … the buying – the point at which they actually have the least influence," she told delegates at the 2016 Mobile Innovation Summit, an event held by the Innovation Enterprise in San Francisco.
Instead, Afza proposed, "Retailers should focus on designing and building customer experiences that cater to...